# Luxury Auto-Branded Sportswear The Latest PUMA Collab Boasts a Partnership with Porsche Design By Kalin Ned | Published 2019-03-07 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/puma-collab References: [highsnobiety](https://www.highsnobiety.com/p/puma-porsche-design-interview/#slide-6) & [porsche-design](https://www.porsche-design.com/Fashion-Sport/Sport/?source=aw&awc=11151_1551971492_54c0e6c7b7837d59ddad0d93d83b281a&utm_source=affiliate) [Porsche Design](https://www.trendhunter.com/trends/iconic-curved-p8952) is bravely entering the sphere of dynamic, performance-driven sportswear through this newly released PUMA collab. The active collection is slick, fashion-forward and undoubtedly functional. It includes a range of [co-branded accessories, athletic garments, and sneakers](https://www.trendhunter.com/trends/balenciaga-x-puma). The partnership is a great example of how companies are beginning to cross-pollinate to stay relevant within the expanding market. The collection is termed to offer stylish "high-end sportswear." The collaboration allows for each brand to target a different demographic. While PUMA enters the market for the "more sophisticated consumer, maybe a little bit older than [usual]," Porsche becomes more accessible to a younger audience. The crossover of both brands is contained in their [affiliation in motorsports](https://www.trendhunter.com/trends/anti-social-social-club-and-goodyear). The Porche Design x PUMA collab is hoped to be the first of many. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 92% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Luxury Sportswear Collaboration:** The collaboration between Porsche Design and PUMA demonstrates a trend of luxury fashion brands partnering with sportswear brands to expand product line and reach new demographics. - **Fashion-forward Athletic Wear:** The sleek and trendy design of the Porche Design x PUMA collection represents a trend in the athletic wear industry towards creating stylish and functional sportswear. - **Targeting Different Demographics:** By collaborating with PUMA, Porsche Design can appeal to a younger audience while PUMA can target a more sophisticated consumer, showcasing a trend towards brands cross-pollinating to reach different customers. ### Sectors Adopting This - **Luxury Fashion:** Luxury fashion brands can partner with sportswear brands to tap into new markets and expand their product lines. - **Sportswear:** The collaboration between Porsche Design and PUMA highlights a trend towards stylish and functional active wear. - **Marketing/branding:** The joint venture between Porsche Design and PUMA represents a trend towards cross-branding and targeting different demographics to expand customer base. ## Related on Trend Hunter - [Luxury Vehicle-Inspired Capsules](https://www.trendhunter.com/trends/aim-leon-dore-x-porsche.md) - [Sportscar-Inspired Basketball Shoes](https://www.trendhunter.com/trends/puma-and-porsche.md) - [Automotive-Inspired Yoga Gear](https://www.trendhunter.com/trends/yoga-capsule-collection.md) - [Sport-Lifestyle Fashion Collabs](https://www.trendhunter.com/trends/puma-x-madhappy.md) - [Collaboration Automotive Smartwatches](https://www.trendhunter.com/trends/porsche-x-garmin-epix-pro.md) - [Interdimensional-Inspired Sporty Projects](https://www.trendhunter.com/trends/pampuma-bioverse.md) - [Striking Motorsport-Inspired Collections](https://www.trendhunter.com/trends/las-vegas-grand-prix.md) - [Vintage Vehicle Surf Collections](https://www.trendhunter.com/trends/porsche-x-almond-surf-collection.md) - [Athletic Boundary-Blurring Collabs](https://www.trendhunter.com/trends/the-reigning-champ-x-puma-golf.md)