"It's amazing to have the opportunity to bring to life in a socially relevant way two incredible cultures that share common values with the joyous, celebratory spirit of the brand. The shop will be a different and engaging destination for people interested in fashion, culture and entertainment happening around London and Kingston this summer," said Antonio Bertone, chief marketing officer for Puma. "We are excited to be the first global brand to launch a breakthrough Tumblr site that is a fusion of content contribution, social discovery and e-commerce."
The pop-up shop features a mix of content in diverse formats including video, interviews, articles, photos and more. It will be updated daily and available in two languages, Japanese and English, and in three regions, Japan, Europe and the US. Traffic will be driven through the group's social channels and partnerships with The Fancy, Sypply and Pinterest. The site is designed to be live for 12 months and will be reskinned to support new brand initiatives hailing from the Sportlifestyle company.
In addition to original content and branded gear, visitors will have access to live-streaming activities and happenings from the brand's hub in London this summer, The Puma Yard, including interviews with popular musicians performing there, such as Gyptian, Groove Armada and Professor Green.
The group partnered with fashion designer Cedella Marley, daughter of late Reggae legend Bob Marley, to create the podium, on-track and ceremony wear for the Jamaican Track & Field team competing in London. The shop will showcase select items from the collections and, for the first time on Tumblr, it will link to an e-commerce site, Shop.PUMA.com, where items are available for purchase.
Marley, who embodies the fun, relaxed nature synonymous with Jamaica, injects an authenticity to the branded collection, bringing her fashion-forward sensibility, the country's bold colours of green, gold and black and Jamaican heritage to the styles.
The most anticipated pieces from the collection include two items from ceremony wear - the men's "Buffalo Soldier button down," a short-sleeve button-front army green shirt with black accents and the women's military-influenced "Satisfy My Soul" black fitted jacket with green belt. The women's fitted jacket features an embroidered Jamaican flag with the phrase "Good Vibrations" on the inside of the collar, while a Jamaican green stripe accents the sleeve for some added flair.
