247, the performance wear arm of British fashion brand, Represent, has announced a partnership with sportswear giant, PUMA.
Launched on December 18th, the campaign for the 12-piece training apparel, footwear and accessories collection is fronted by Olympic star and 800m Paris semi-finalist, Phoebe Gill alongside Represent 247 athlete and HYROX Master Trainer, Jake Dearden.
The PUMA x 247 capsule marks a milestone for Represent, containing the release of its first ever womenswear clothing and trainer, which is modelled by Team GB athlete Phoebe Gill.
The collaboration signifies the Manchester-born Represent’s broader mission to innovate and evolve within the performance space, to create products in the running and hybrid training spaces.
The unique foundation of the brands’ relationship originates with Represent CEO, Paul Spencer, who previously served as Managing Director of PUMA’s European operations.
The collaboration puts the PUMA Elite Nitro trainer at the centre of the PUMA x 247 range, redesigned with the 247 palette, detail, and logo, as with an accompanying clothing collection, featuring pieces for both men and women.
George Heaton, co-founder and Creative Director of Represent, said “At 247, we’ve always sought to push the boundaries of athletic performance, and collaborating with PUMA on this project represents a key milestone in our journey.
“Our aim was to learn from one of the best in the industry and elevate our product line, starting with the creation of an elite performance running shoe. PUMA, already known for developing the number one shoe in HYROX – a sport with which we’re authentically connected – was the perfect partner to help us achieve this goal.
“As a growing performance brand, this collaboration highlights a pivotal moment for us, especially with the introduction of womenswear into the 247 range, expanding our reach and meeting market demand.
“The 247 x PUMA Elite Nitro encapsulates the technical brilliance we aim to deliver in every product. It’s more than just a shoe – it’s a statement of 247’s growth, innovation, and dedication to becoming a leading force in performance wear. We are incredibly proud to have our name, logo, and identity associated with this technically advanced footwear.”
Gregor Abenstein, Head of Select at PUMA, added “This partnership with Represent has been a true collaboration in every sense.
“From the very beginning, we worked hand-in-hand to merge our creative visions, ensuring that every detail reflects the strengths of both brands. We are very happy with the outcome and think we can offer something purposeful to our consumers.”
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