Puma is marking Dunkin’s Iced Coffee Day on Wednesday with a special themed collab.
On Thursday, the German brand said it’s working with Dunkin’ on two limited-edition sneaker styles inspired by the coffee and donuts chain. Puma reimagined its classic GV Special and Triple basketball sneakers in Dunkin’s pink-and-orange color scheme, with graphic detailing taken from the company’s iced coffee cup.
Launching on May 25, the capsule commemorates the java joint’s coffee-themed holiday, which it created to support national children’s hospitals. Both Puma and Dunkin’ donated shoes to child life specialists at these facilities. Shoppers can purchase their own pairs, which will retail for $80-$90, on Puma’s e-commerce site, its New York City flagship store, and Dick’s Sporting Goods.
The news follows Puma’s efforts earlier this spring to provide specialized footwear options for healthcare, industrial and restaurant workers. In March, the German brand released a slip-resistant collection with Shoes for Crews, which featured enhanced performance elements like lightweight composite and fiberglass safety toes, antimicrobial and moisture-wicking textile linings, odor-controlling insoles, IDCell EVA midsole technology made for shock absorption, and protection against electrical safety hazards.
While it expands beyond its athleticwear roots, the company continues to invest in its legacy lines. A campaign featuring icons of music and culture like Jay Z, who serves as Puma’s creative director of basketball, Roc Nation’s Emory Jones, Harlem designer Dapper Dan and others promoted a relaunch of the brand’s Classic sneaker, reimagined by a “collective” of creatives to inspire Puma fans.
Special collabs have helped Puma grow revenue despite industry headwinds. “The demand for our products was high, both from retailers and consumers,” CEO Bjørn Gulden said on an April earnings call. Despite inflation and continued supply chain challenges, first-quarter sales grew by 20 percent year over year, though Puma isn’t raising its outlook, Gulden said. Puma’s “strong” results come amid “increased uncertainty in the world,” including geopolitical conflicts and logistics challenges, he said.
Meanwhile, competitor Adidas reported an overall decline in revenue, despite double-digit gains in the West. Pandemic-related shutdowns hampered sales across the Chinese market, prompting a 35 percent year-over-year loss there. Adidas expects to land on the lower end of an 11 percent to 13 percent growth range this year.