PUMA Mining Youth Culture To Make Youthful

Take a look at all the attention on the market.

Is it the type of street sport, or is it still?

They are no longer stillness in a certain fixed area, but are playing their own strengths while making use of some external forces to make themselves more versatile.

For example, we are familiar with sports brand in recent years.

There is a breakthrough in the aspect of presentation. It is no longer a stereotypical version. What kind of fashion design and deconstruction fashion are all very happy.

Of course, the original purpose of sports brand fashion is to brand marketing, so that the young consumers who are fastidious in their tastes can be willing to pay for the design and the freshness.

But it is obviously somewhat simple to design articles, because it has a certain status in fashion circles or is a joint fashion brand that young people love. It is a plan that everyone is developing now, and it is much less difficult than before.

Therefore, individual brands start with some very new and innovative brands, and carry out some cultural output from their perspective, and use stories to resonate with young people.

In recent years, the PUMA of the first tier brand of stationary sports brand, such as Han Kj benhavn, Outlaw Moscow, ADER error, and so on, has not been established for a long time, but it is a good hand to excavate youth culture, so that she can be a good young man.

Han Kj benhavn

The Danish fashion brand Han Kj benhavn is not like the Nordic brand of the conventional impression. It is a good brand of Normcore, but it often produces blueprint from the youth culture, such as a pair of windbreaker and leather jacket, to produce some single cut products that are very exaggerated.

The brand introduction of Han Kj benhavn benhavn is like this: our intention is to create an unconstrained and unconventional world view and build on these creativity, crafts and storytelling to lead people on a new journey.

Combined with the image of Skinhead and Punk in official Look, she looks like a young cultural lover.

PUMA should have seen the unique cultural glittering point of Han Kj benhavn, so that we can launch a series of cooperation with them.

And Han Kj benhavn benhavn also combines her own understanding of the version and the use of high quality materials with the PUMA's sports and leisure style, and extracts some symbolic elements from the Danish local culture every season to ensure the rich details of the design.

Outlaw Moscow

Outlaw Moscow, the Russian designer brand that has not been established for five years, is certainly unfamiliar to many people.

If its predecessor, Gosha Rubchinskiy, is a microcosm of the post Soviet era, Outlaw is communicating with the world with the Soviet Union interested in Western consumers.

Because for the clothes that Outlaw produces, apart from the interpretation of the Outlaw Russian character AYT O, and the interpretation of Russian football culture and party culture, its digital printing, the use of scientific and technological fabrics, and the version design all reveal a hint of avant-garde flavour.

According to the world clothing and shoe net, last year, PUMA joined hands with this brand of good momentum for the first time, adding the traditional Russian totem of Russian classical illustration and Slavic characters to the street products such as Tracksuit and sneakers.

ADER error

Here is the Korean fashion force that has the fastest speed to describe it should not be excessive? After all, "Vogue" sent ADER error to the title of "Korean version VETEMENTS", no matter its ten minutes of love deconstruction, or the catalogue and planning of the opening of the brain hole. It is also worthy of such a title. After all, it is based on the seemingly "error" way, but the effect is surprisingly good.

For example, the impressive ADER error 2018 spring summer series catalogues the iOS iOS operating system interface of our daily life as a medium to put catalogues in the cell phone album.

Maybe this kind of Sao operation is very interesting at first glance.

But the "Take A Selfie" plan, which was released later, only let people know its original intention, in order to satirize the young people's over reliance on social networking.

ADER error, which has learned a lot of traffic through this wave of marketing, has received PUMA's olive branch. In the first season's PUMA x ADER error error joint series, the most notable attention is those PUMA RS-100 shoes, which are quite in line with ADER error characteristics. In the early stage, for the sake of publicity, the two sides built a space capsule for it, played an alternative game of mine clearance, and used the body art in the shooting of the film.

After the installation art of ADER error on official Instagram, PUMA x ADER error 2019 spring and summer series finally broke out.

The new PUMA x ADER error series continues to revolve around the two contradictions of "future" and "retro", but it balances the advantages of both sides and creates good results. It also extends the new theme of FASTER THAN YOUTH from Slogan Slogan of PUMA FOREVER, which seems to be telling the urge of young people to be young.

Therefore, the whole series of color selection is based on red, blue, green and other striking jumps, and then the ADER error symbolic asymmetric splicing, color block combination and three-dimensional tailoring, so that the classic PUMA single brand new.

In terms of shoes, while retaining the inspiration from the RS Computer RS-100, it also joined the Cell Venom, which was born in the 90 year of the era of performance shoes.

The shoes made of smooth suede, leather and mesh material are well matched with the color bump, and the performance is good at the level; while the mid level Cell shock mitigation technology is also emphasized in its plucent exposure design.

In addition, PUMA's highly recognizable runway Logo, in the hands of ADER error, has become a misplaced logo for handwritten textures. The deliberate ADER error error has also been used as a detailed embellishment of prominent positions.

Anyway, from the design tailoring, color bumping and art packaging, every PUMA x ADER error collaboration has many places that you can't help but see more.

A joint series with design, story, and interest, who is too good to refuse?

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