247 by Characterize, the performance-focused provide from luxurious streetwear model Characterize, is launching a 12-piece collaboration assortment with sportswear large Puma on 18 December, which incorporates its first womenswear merchandise.
The coaching attire, footwear and equipment assortment consists of outsized t-shirts, sweatpants a tank high, a hoodie, shorts a coaching headband and a backpack.
The accompanying marketing campaign is fronted by Olympic rising star and 800m Paris semi-finalist, Phoebe Gill, who fashions 247’s first-ever girls’s sports activities bra, alongside 247 by Characterize athlete and HYROX Grasp Coach, Jake Dearden.
The ‘Deviate Nitro Elite 3’ coach is the centrepiece of the Puma collaboration capsule assortment, redesigned with the 247 palette, element, and emblem, as with the accompanying clothes and accessories.
The brand new partnership is Characterize’s greatest model collaboration to this point. It signifies its broader mission to innovate and evolve throughout the efficiency house by connecting with manufacturers with the “mutual aim to create best-in-class merchandise within the working and hybrid coaching areas”.
The inspiration of the connection between the 2 manufacturers originates with Characterize CEO, Paul Spencer, who beforehand served as Managing Director of Puma’s European operations. Spencer’s management and imaginative and prescient have been essential in shaping the course of the collaboration.
George Heaton, Co-Founder and Inventive Director of Characterize, stated: “At 247, we’ve at all times sought to push the boundaries of athletic efficiency, and collaborating with Puma on this undertaking represents a key milestone in our journey.
“Our intention was to study from the most effective within the trade and elevate our product line, beginning with the creation of an elite efficiency working shoe. Puma, already identified for growing the primary shoe in HYROX – a sport with which we’re authentically linked – was the proper accomplice to assist us obtain this aim.
“As a rising efficiency model, this collaboration highlights a pivotal second for us, particularly with the introduction of womenswear into the 247 vary, increasing our attain and assembly market demand.
“The 247 x Puma Elite Nitro 3 encapsulates the technical brilliance we intention to ship in each product. It’s greater than only a shoe – it’s an announcement of 247’s development, innovation, and dedication to changing into a number one drive in efficiency put on.
“We’re extremely proud to have our title, emblem, and id related to this technically superior footwear.”
Gregor Abenstein, Head of Choose at Puma, commented: “This partnership with Characterize has been a real collaboration in each sense. From the very starting, we labored hand-in-hand to merge our inventive visions, guaranteeing that each element displays the strengths of each manufacturers. We’re very proud of the result and assume we are able to provide one thing purposeful to our customers.”
The gathering takes the very best of the confirmed Puma efficiency types and evolves them to fulfill the precise wants of right now’s athletes. By enhancing match, refining supplies, and incorporating premium detailing, the types are “elevated to an entire new stage of efficiency and magnificence”.
Costs for the Puma x 247 assortment, which will probably be out there on the Characterize and Puma web sites from 8pm on 18 December, vary from £25 for the scarf to £195 for the trainers.
Characterize launched its performance-focused 247 sub-brand in 2020 with the ‘247 Pant’. Apart from this new collaboration with Puma, it has now grown to a extra complete 43-piece vary for AW24, together with a debut mountaineering assortment. The plan is for 247 to account for 20% of Characterize’s general gross sales within the subsequent two years.
Learn TheIndustry.trend’s interview with Matt Shotton, Head of 247 by Characterize, right here.
