# Boxing-Themed Ads The PUMA by Alexander McQueen Lookbook is Fierce By Christina Butty | Published 2009-08-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/puma-by-alexander-mcqueen References: [hypebeast](http://hypebeast.com/2009/08/puma-by-alexander-mcqueen-2009-fallwinter-collection/) & [puma](http://www.puma.com/) Alexander McQueen has been [collaborating with Puma](https://www.trendhunter.com/trends/the-reigning-champ-x-puma-golf) for a while now on shoes. It looks like their relationship is now getting more serious since Alexander McQueen is now doing an [apparel line for Puma](https://www.trendhunter.com/trends/aries-and-puma). The photos in the gallery are from the lookbook that the collaboration between [Alexander McQueen and Puma](https://www.trendhunter.com/trends/mcqueen-holiday-2025) produced. It features a boxing theme, which is a novel approach since many clothiers are going the artsy route. **Implications** - Youth consumers are a strong penchant for subverting traditional gender roles. Backlash has emerged against this sentiment which covets the role of man as the rugged athlete. Companies can draw on this form a deeper connection with their customers by offering retail options that embody some of the traditional gender roles. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 49% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Youth Consumers Subvert Gender Roles:** Opportunity to offer retail options that embody traditional gender roles to connect with youth consumers seeking to subvert gender norms. - **Backlash Against New Masculinity:** Disruptive innovation opportunity to provide products that cater to the growing backlash against the sentiment of coveting the role of man as the rugged athlete. - **Novel Approach to Clothings:** Fashion companies can explore the boxing-themed approach as a way to stand out in the market that is currently dominated by artsy designs. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can cater to the demand for traditional gender role embodying clothing options among youth consumers by curating specialized collections. - **Sportswear:** Sportswear brands have a disruptive innovation opportunity to capitalize on the backlash against new masculinity by offering athletic clothing and gear that challenges traditional stereotypes. - **Arts and Culture:** Arts and culture industry can explore the trend of novel approaches in clothing design, such as boxing-themed collections, to attract a wider audience and stay ahead of competitors. ## Related on Trend Hunter - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md) - [Fitness Instructor-Inspired Sports Capsules](https://www.trendhunter.com/trends/effortlessly-cool.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Athletic Boundary-Blurring Collabs](https://www.trendhunter.com/trends/the-reigning-champ-x-puma-golf.md) - [Retro-Inspired Boxing Gear](https://www.trendhunter.com/trends/retro-boxing-gear.md) - [Performance-Inspired Fashion Collabs](https://www.trendhunter.com/trends/reebok-x-white-mountaineering1.md) - [Motorsport-Inspired Capsules](https://www.trendhunter.com/trends/aap-rocky-x-puma.md) - [Sport-Lifestyle Fashion Collabs](https://www.trendhunter.com/trends/puma-x-madhappy.md) - [Holographic Game-Inspired Apparel](https://www.trendhunter.com/trends/puma-5.md)