PUMA Takes a Deep Dive with New Category

PUMA, a global sports brand, is celebrating its 75th anniversary this year. The company has recently announced its first-ever swimwear collection in the United States. While PUMA has been participating in the swimwear category in other regions since 1996, this collection marks its first entry into the US market. The move is buoyed by the company’s successful partnership with United Legwear & Apparel Co. (ULAC) over the past few years.

The PUMA Swim collection is sport-inspired and swim-ready, designed for wear at the beach, pool, and on the street. The collection celebrates PUMA’s 75-year history through bold color palettes and tributes to its iconic logos. The company blurs the line between fitness and fashion, with an edgy, urban aesthetic that is designed to perform.

The PUMA Swim collection caters to everyone, from boys and girls to adults of all sizes and shapes. The company’s focus on inclusivity extends to its swimwear, with suits offered in a wide variety of colors, styles, sizes, fits, and functionality.

The collection features different silhouettes for girls and women, including one and two-piece suits with varying degrees of coverage and support. Men’s and boys’ board shorts and trunks come with different out-seam lengths, and some styles have enhanced features such as zip pockets and inner mesh briefs for comfort.

Many of the offered styles incorporate technical fabrics and features suitable for water sports and more rigorous activities, while others prioritize style with a streetwear vibe. Notable design elements include reflective, embroidered, and jacquard logos, modern color blocking, sun protection, and branded taping, among other innovative features.

In conclusion, PUMA’s first-ever swimwear collection in the US is an exciting addition to the brand’s offerings, celebrating its 75-year legacy with edgy, urban designs that blur the line between fashion and function. The company’s focus on inclusivity ensures that there is a suit for everyone, with different styles, sizes, fits, and functionality.