With this partnership between PUMA and Kai Sotto, the global sports brand tells The GAME how they plan to grow both locally and globally.
Global sports brand PUMA is officially cementing its place in the Philippines, as the brand just launched its newest collection, which will be available in the market starting July this year.
Inspired by their mantra, FOREVER FASTER, PUMA’s invite-only AW23 collection party was a brazen ode and homage to the streets and humans of Manila.
“The Philippines, being a nation of loyal sports fans and fashion-savvy consumers, has so much potential and presents a lot of wonderful opportunities for the brand. This was a major factor in our decision to come in stronger as a full-on subsidiary and increase our presence in every aspect of the business,” PUMA Philippines Country Manager Paolo Misa said.
Beyond expanding its footprint for PUMA stores, the brand has also started growing its presence in key sports and lifestyle retailers, online and offline, nationwide. PUMA plans to be visible in terms of supporting key athletes, partnering with lifestyle icons, and pushing major events that are representative of the exciting categories that the brand represents.
FOREVER FASTER in the streets of Manila
PUMA showcased its AW23 collection on the make-believe streets of the Manila-styled runway. The show narrated the different stories of Pinoy bravery witnessed by the streets of Manila; lauded Filipinos’ inherent confidence; paid homage to Pinoypride; and celebrated Filipino resiliency.
The brand’s maiden fashion show also featured Pinoy movers, breakers, and game-changers in the Philippines, representing the brand’s four core values namely Pinoy bravery, confidence, determination, and joy — the same core values under the brand’s FOREVER FASTER mantra.
Former motorsports and racing driver Marlon Stöckinger, Miss International 2016 Kylie Versoza, and actor Daniel Matsunaga hit the AW23 collection runway. Model Santino Rosales, the son of renowned actor Jericho Rosales, also walked the runway.
In line with their mission to celebrate their presence in the Philippines, to culminate the celebration that launched PUMA’s collection, the brand revealed who their first-ever Filipino brand ambassador is going to be.
The face of PUMA Philippines
At the end of the Filipino-inspired fashion show, the brand closed out by showcasing a teaser video that revealed a big announcement: PUMA has Kai Sotto as its first-ever Filipino brand ambassador.
“I get goosebumps just talking about it now,” PUMA’s Southeast Asia Marketing Head Eleanor Wang shared with The GAME. “We are so proud that he is the first brand ambassador that we have signed on, and this says a lot about what we want to invest in to grow among Filipino consumers.”
Although PUMA only premiered a teaser trailer to reveal Kai Sotto as their newest ambassador, the brand assured us that fans can look forward to more.
Without spoiling too much about the details of their partnership, Eleanor indulged, telling The GAME, “We have a lot of exciting plans for him.”
In addition, their initiative to sign Kai Sotto as Puma’s brand ambassador aligns with their goal to connect with one of the biggest communities in the Philippine sports community: the basketball community.
Talking more about what PUMA might have in store for basketball fans and athletes in the future, Eleanor shared with us, “We want to resonate with the community. So moving forward, we will be doing more community activities. We want to create workshops, and we want to bring in global NBA players into the market that will be able for us to spread our brand more to the community.”
More in store for PUMA
With PUMA cementing their place in the Filipino sports and lifestyle landscape, there is certainly much to look forward to both locally and internationally.
“Rihanna is coming back,” Eleanor revealed, sharing that the Fenty collection is to drop sometime in the second half of the year.
With Kai Sotto onboard with PUMA, along with other ambassadors such as Rihanna, Dua Lipa, and Lamelo Ball, the sports and lifestyle brand is taking on both local and global initiatives to grow its market.
“We have a lot of exciting stuff to look forward to,” Eleanor said.
PUMA opened its first flagship store last November 2022 in Glorietta, Makati City and now has 22 franchise stores nationwide. And now, as part of its expansion plans in the market, the German sports brand will open new stores in this quarter, serving more PUMA fans in Metro Manila, Laguna, and Cebu.
Images courtesy of PUMA.