Instead of partnering with a sports celebrity or fashion icon, Puma recently collaborated with indigenous artist Robert Young for the brand's latest Dreamtime Borra Grounds Range. Young, who is of Gunditjmara Yorta Yorta and Waradgurie heritage, previously designed the brand's 2018 Dreamtime guernseys for the AFL's Richmond Football Club. This collaboration officially makes Puma the first global sports brand to create and design a collection that celebrates indigenous Australian culture.
The Dreamtime Borra Ground Collection will be released as a limited-edition collection and will be comprised of sneakers, a t-shirt, a hoodie and a scarf. Each of the designs by Puma and Young features red, yellow and black. These colors were specifically chosen as they are the colors of the Aboriginal flag. The designs in the Dreamtime Borra Ground Collection also feature a crown meant to represent indigenous Australians as royalty.
Indigenous-Inspired Sportswear
Puma's Dreamtime Borra Grounds Celebrates Aboriginal Australians
Trend Themes
1. Indigenous-inspired Fashion - There is a growing trend of fashion brands collaborating with indigenous artists to create collections that celebrate indigenous cultures.
2. Limited-edition Collections - Brands are releasing limited-edition collections to generate buzz and increase consumer demand.
3. Cultural Representation in Sports Brands - Sports brands are recognizing the importance of cultural representation and are creating collections that celebrate diverse cultures.
Industry Implications
1. Fashion and Apparel - Fashion brands have the opportunity to collaborate with indigenous artists and designers to create unique and culturally significant collections.
2. Footwear - Footwear brands can tap into the trend of indigenous-inspired fashion by creating sneakers and other footwear that incorporate indigenous designs and symbols.
3. Sports and Athletics - Sports brands have the opportunity to embrace cultural diversity by creating sports merchandise that celebrates and represents different indigenous cultures.