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.