PUMA is the global sportlifestyle brand known for fusing the influences of sport, lifestyle and fashion. PUMA was the first athletic brand that was not scared to bring fashion into the mix. The PUMA brand is rooted in sport, but it is fashion that makes PUMA relevant. True to form for the brand, PUMA takes a different approach to sport-fashion than most other companies. For PUMA, Sport-Fashion is not just about the joining of two well known name brands, but rather creating a laboratory for incubating new projects and new ideas. The basic concept for the collections within the PUMA Sport-Fashion range is to utilize the strengths and alternative perspectives of different designers/brands to emphasize the joint ambitions while maintaining the strong and distinct personality of each.