23 Nov '16, 8pm

2017 already belongs to @Puma

2017 already belongs to @Puma

Until a few years ago, athletes were the lone stars of footwear. But times have changed. Sure, any extraordinary basketball or football player will still get their own signature shoe, but the questions are less about which athlete gets the sponsorship, and more about which brand will tap them for it, and how awful the design will be. When it comes to making something sneaker fans will actually line up for, it’s now all about musicians and designers. “The entertainer or the artists are the new athletes,” says Yassine Saidi, global senior head of lifestyle at PUMA, who heads up creative partnerships for the brand. “They are part of the culture because they make the culture.” Many trace PUMA's recent revitalization back to when they brought Rihanna on board as creative director at the end of 2014. Her presence had an immediate impact and resonated far beyond the FENTY line, e...

Full article: http://uk.complex.com/sneakers/2016/11/how-puma-is-changi...

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