PAM X PUMA AW23 VIDEO

PAM X PUMA AW23 VIDEO

RE-ENTER THE BIO/VERSE
SATURDAY OCTOBER 7 2023

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PRESS RELEASE ↘︎

PUMA and Australian cult label Perks and Mini (P.A.M.) play on the interdimensional pitch for the third installment of the PAM/PUMA BIO/VERSE project.

The collection of upleveled goods looks to football for inspiration, mixing PUMA’s technical sportswear with a dose of Perks and Mini majik. Together, PUMA and P.A.M. have created a set of gamified graphics and left field insignias, which are used across reinterpreted sports uniforms, plus accessories and footwear. The latest collection was also created with a minimum of 20% recycled materials.

The apparel is highlighted by cut-and-sew warmup gear like the Stadium Jacket and Velour set, which are adorned with “Psy-activ” club-inspired badges and motifs, as well as a hallucinatory floral-inspired pattern. For the PUMA x P.A.M. starting XI, a special long-sleeved Jersey features an archival-inspired collar with a new collaborative wordmark on the chest. The accompanying Flight Pants arrive in two colorways, complete with cargo pockets and adjustable cuffs. A handful of wardrobe essentials complete the collection, in the form of Graphic Hoodies and Graphic T-shirts.

The footwear for PAM/PUMA BIO/VERSE AW23 naturally includes the Cell Dome King, as well as the modern Plexus and the iconic Suede. Locked down by stadium DNA, the Cell Dome King features PUMA x P.A.M. insignias on the lace cover and heel, while the matching Suede is also adorned with team colors and collaborative logos throughout. The blacked-out Plexus brings the special floral-inspired pattern to life, with 3D flower petals on the upper. Lastly, a Duffle Bag and Cap round out the collection’s accessory offerings.

The campaign connects and confuses real-life and the studio, while renderings of psychic mutation bridge one word and another.

VISUALS ↘︎

In order to bring the many elements of the PAM/PUMA BIO/VERSE together, PAM looked to their group of friends / creative powerhouse No Text Azienda (Milan) who undertook a series of still and video shoots, building layer upon layer of space and time. The resulting photo and video campaign connects and confuses real-life and the studio, while renderings of psychic mutation bridge one word and another.

SOUNDTRACK ↘︎

The soundtrack to the videos is by another member of PAM’s far-reaching ecosystem, Yu Su, musician and founder of bié Records. Much like the visuals, Yu’s music bobs between dimensions, states of consciousness, place and emotion.

IMPACT VIDEO ↘︎

To bring the BIO/VERSE full-circle, abstract master Brian Close was asked to create a short piece in order to educate through overstimulation. Using images of some of the species being rewilded by the Australian Wildlife Conservancy (AWC) Reintroduction Program, a synaesthetiuc whirlpool of digital animal life presents information in a form just as unique as the species in question.

CREDITS ↘︎

CAMPAIGN

#PUMAxPAM - @perksandmini X @pumasportstyle
Creative/Production - No Text Azienda @no_text_azienda
Photography - Piotr Niepsuj @piotrniepsuj
Soundtrack - Yu Su @yusu_suyu
Styling - Sarah Pritchard @sar4hcant

IMPACT VIDEO

Impact Video/Sound - Brian Close @brainclosed
Images - Wayne Lawler, Alexandra Ross, Jane Palmer, Brooke Webb and AWC @australianwildlifeconservancy

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