PUMA Women launches new Swan Pack Collection

The new PUMA collection is en pointe with satin ballet moods.

By Hui Xin


PUMA’s “DO YOU” campaign returns with the new Swan Pack collection. In collaboration with the New York City Ballet, the collection is about sport style and training styles inspired by the strength and grace of ballet. The collection features ballet-like details on a black-and-white colour palette.

The pack’s new sneakers include the latest Fierce with the Fierce Strap Swan and the Pulse IGNITE XT. The Fierce returns in a lace-less demi-upper design with graphic iridescent details while the IGNITE’s medial and lateral cast elegance.

In addition to the footwear, there is also a selection apparel which includes an all-black suede Swan Cape alongside beloved PUMA Basket Heart and B.O.G. Sock Swan with leather overlays and a neoprene inner sock liner.

The campaign images were shot at the David H. Koch Theatre at Lincoln Centre. Ballet stars Mimi Staker and Olivia Boisson of the New York City Ballet graced the campaign covers.


Mimi Staker


Olivia Boisson

Staker commented on the sport: “Ballet develops character, both on and off the stage. You have to find inspiration in yourself, always strive to improve, and not accept your flaws. It’s not a flaw so much as it is a challenge.”

The Swan pack drops on online and in PUMA stockists worldwide starting 1 February 2017.