PUMA celebrates the moving achievements of Olympic gold medalist Tommie Smith at the games in Mexico 50 years ago with its POWER THRU PEACE collection. The capsule highlights the event and shows its dedication by donating a portion of the profits to charities that are working towards universal equality to play a role in the label's #REFORM initiative.
The capsule is designed by artist Lance Wyman and the pieces in the range include the Suede sneaker with graphics that recall Smith's fist raised in the air as well as the peace dove. The sneaker selection also recalls motifs of different games and the regions that were there. The apparel includes hoodies, track pants, and track jackets -- all of which boast the same narrative.
Olympic Protest-Inspired Apparel
PUMA's POWER THRU PEACE Capsule Celebrates Tommie Smith's Acts
Trend Themes
1. Athlete-inspired Capsules - Creating apparel and accessories collections that celebrate and honor historic athlete icons, such as PUMA's POWER THRU PEACE capsule, can generate sales and highlight charitable causes.
2. Social Justice Fashion - Designing fashion lines that incorporate themes of social justice can appeal to consumers who align with the charitable causes represented, creating an opportunity for both sales and activism.
3. Charitable Fashion Initiatives - Fashion brands can infuse charitable causes into their initiatives, as PUMA's #REFORM campaign does, to not only increase sales but also impact societal issues positively.
Industry Implications
1. Fashion - The fashion industry can adapt and create athlete-inspired capsule collections like PUMA's POWER THRU PEACE to appeal to consumers who support social justice causes.
2. Sports & Athletics - Athletic brands and sponsorships can leverage sporting events and icons like the Olympics and Tommie Smith to create social impact initiatives and merchandise that aligns with activism.
3. Charity & Non-profit - Charities and non-profits can collaborate with fashion brands and activate campaigns like PUMA's #REFORM to create awareness and funding for social justice causes.