June Ambrose is leading Puma’s first women’s basketball collection. Ambrose, who serves as Puma’s creative director for women’s basketball, will release her first collection on December 1 which includes on-court and off-court apparel.
Puma is hoping to capture a significant share of the market with the High Court collection that includes a fur coat, leggings, hoodies and a jacket. Ambrose also wants to shine a brighter light on female athletes, according to Business Insider.
“We work on three seasons at a time, so while I’m talking to you about fall 2021, I’m working up to spring 2023!” Ambrose told Vogue. “I’m trying to predict the future of this category and use style to guide the narrative of it.”
Ambrose joined Puma in 2020 and has designed for celebrities including Jay-Z, Diddy and Missy Elliott.
The coming collection, which has 25 pieces, forms part of Puma’s plan to become a major player in the growing popularity of women’s basketball. Puma partnered with WNBA in 2018 and signed a succession of top female players, including Jackie Young and Katie Lou Samuelson.
“Puma has made a decision to make an investment in women, in sports and athletes,” Ambrose told Business Insider. “We’ve signed some great new players.”
In May, WNBA player Breanna Stewart signed as a Puma athlete, and according to ESPN’s Nick DePaula, she is expected to get her own signature shoe, which will be the first for a WNBA player in 10 years and the 10th overall.
According to analysts, Under Armour controls about 50% of the WNBA market and Nike’s Jordan brand has about one-third.
“Puma does not show up in the data,” said Matt Powell, NPD Group senior industry analyst. “There is an incredible opportunity in women’s basketball. Brands are leaving millions on the table.”
Ambrose has always been a fan of the Puma brand because it is deeply rooted in the hip-hop culture where she started her career.
She got her position at PUMA after rapper Jay-Z introduced her to Puma’s global director of brand marketing Adam Petrick and CEO Bjørn Gulden to improve the brand by combining sports and fashion.
“I’ve worked with the brand on redefining what it means to be stylish in sport,” said Ambrose. “That’s been my goal, to bring style to sports.”
Disturbing footage from Rio de Janeiro has revealed a bizarre occasion where a Brazilian woman…
Beyoncé’s latest album is influencing almost every facet of the economy. Levi’s stock rose 20%…
Wahu Mobility, a producer of electric bikes, recently unveiled its first EV assembly plant in…
Naya Ellis' revolutionary idea is garnering headlines. Inspired by her family's experiences, Ellis, who is…
Deryl McKissack is the President and CEO of McKissack & McKissack, a Washington, D.C.-based construction…
It may come across as daring and perhaps unconventional, but, that was the approach an…
Amira Rasool is the founder of The Folklore Group, a business-to-business platform that connects retailers with brands…
The Songwriters Hall of Fame is going to present Solána Imani Rowe, better known by…
During a recent interview on Call Her Daddy With Alex Cooper, gymnast and Olympic champion…
The NBA on Wednesday announced it has banned Toronto Raptors player Jontay Porter after an…
Authorities in Nigeria have brought charges against Cubana Chief Priest - a popular businessman and…
The 2014 Boston Marathon's true winner, Buzunesh Deba, has yet to receive her $100,000 prize.…
Keishall Barrow was unprepared for the extent of the destruction caused by Hurricane Katrina in…
Duke University has ended its full-ride scholarship program for Black students following the 2023 Supreme…
Will Drewery is the co-founder of Diagon, a startup that helps manufacturers procure equipment. After…