PUMA x AMI
Ami means “friend” in French, and French luxury house AMI takes inspiration from how happiness starts with the people you surround yourself with.
The Paris Maison brand "AMI" joins the PUMA family through a collaboration that combines tailoring and innovative sportswear design. Family and friends are the source of inspiration for the collection, and for the campaign with Romeo Beckham and Mia Reagan.
Communicate the message that happiness begins with people close to you. The inspiration for PUMA x AMI's debut collection is a new era that is agnostic to any particular gender, individual or appearance.
Instead of praising yourself, you dare to challenge the ideas that are mainstream in our time, and encourage gratitude to the people around you, the chosen family.
