Puma is now joining the likes of Nike, New Balance and Converse by launching its very own Puma 'Year of the Dragon' Pack in celebration of Chinese New Year.
The dominant shade in the Puma 'Year of the Dragon' Pack is red, which is a color and symbol of luck and prosperity in Chinese culture. The collection is comprised of the brand's T7 track jacket and a sneaker. The former features an intricate weave, with a reptilian-like pattern running from neck to shoulder as well as a dragon swirling around the Puma's 'P' logo. The sneaker follows the brand's classic suede silhouette with a scaly upper as a nod to the zodiac animal with a dominant red upper and colorful insole.
Photography: Hypebeast
Key Themes Behind This Trend
- Chinese New Year Sportswear Collections
- Creating limited-edition sportswear collections in celebration of Chinese New Year can be a successful marketing strategy for sportswear companies, especially if they incorporate traditional symbols and colors.
- Celebrity Collaborations
- Sportswear companies can expand their consumer base and increase brand awareness through collaborations with celebrities, social media influencers, and artists while creating exclusive sportswear collections.
- Sustainable Sportswear
- Sportswear companies can appeal to environmentally-conscious consumers by incorporating sustainable materials and ethical production methods into their sportswear collections for celebrations such as Chinese New Year.
Where This Applies
- Sportswear
- Sportswear companies can seize the opportunity to create Chinese New Year limited-edition collections that can attract new and existing customers.
- Marketing and Advertising
- Marketing and advertising agencies can assist sportswear companies in developing creative concepts and campaigns centered on cultural celebrations like Chinese New Year.
- Apparel Manufacturing
- Apparel manufacturing companies can collaborate with sportswear companies to produce high-quality and sustainable Chinese New Year collections that appeal to consumers' interests in traditional symbols and ethical production practices.
