247 by Represent, the performance-focused offer from luxury streetwear brand Represent, is launching a 12-piece collaboration collection with sportswear giant Puma on 18 December, which includes its first womenswear products.
The training apparel, footwear and accessories collection includes oversized t-shirts, sweatpants a tank top, a hoodie, shorts a training headband and a backpack.
The accompanying campaign is fronted by Olympic rising star and 800m Paris semi-finalist, Phoebe Gill, who models 247’s first-ever women’s sports bra, alongside 247 by Represent athlete and HYROX Master Trainer, Jake Dearden.
The ‘Deviate Nitro Elite 3’ trainer is the centrepiece of the Puma collaboration capsule collection, redesigned with the 247 palette, detail, and logo, as with the accompanying clothing and accessories.
The new partnership is Represent’s biggest brand collaboration to date. It signifies its broader mission to innovate and evolve within the performance space by connecting with brands with the “mutual goal to create best-in-class products in the running and hybrid training spaces”.
The foundation of the relationship between the two brands originates with Represent CEO, Paul Spencer, who previously served as Managing Director of Puma’s European operations. Spencer’s leadership and vision were crucial in shaping the direction of the collaboration.
George Heaton, Co-Founder and Creative Director of Represent, said: “At 247, we’ve always sought to push the boundaries of athletic performance, and collaborating with Puma on this project represents a key milestone in our journey.
“Our aim was to learn from one of the best in the industry and elevate our product line, starting with the creation of an elite performance running shoe. Puma, already known for developing the number one shoe in HYROX – a sport with which we’re authentically connected – was the perfect partner to help us achieve this goal.
“As a growing performance brand, this collaboration highlights a pivotal moment for us, especially with the introduction of womenswear into the 247 range, expanding our reach and meeting market demand.
“The 247 x Puma Elite Nitro 3 encapsulates the technical brilliance we aim to deliver in every product. It’s more than just a shoe – it’s a statement of 247’s growth, innovation, and dedication to becoming a leading force in performance wear.
“We are incredibly proud to have our name, logo, and identity associated with this technically advanced footwear.”
Gregor Abenstein, Head of Select at Puma, commented: “This partnership with Represent has been a true collaboration in every sense. From the very beginning, we worked hand-in-hand to merge our creative visions, ensuring that every detail reflects the strengths of both brands. We are very happy with the outcome and think we can offer something purposeful to our consumers.”
The collection takes the best of the proven Puma performance styles and evolves them to meet the specific needs of today’s athletes. By enhancing fit, refining materials, and incorporating premium detailing, the styles are “elevated to a whole new level of performance and style”.
Prices for the Puma x 247 collection, which will be available on the Represent and Puma websites from 8pm on 18 December, range from £25 for the headband to £195 for the trainers.
Represent launched its performance-focused 247 sub-brand in 2020 with the ‘247 Pant’. Aside from this new collaboration with Puma, it has now grown to a more comprehensive 43-piece range for AW24, including a debut hiking collection. The plan is for 247 to account for 20% of Represent’s overall sales in the next two years.
Read TheIndustry.fashion’s interview with Matt Shotton, Head of 247 by Represent, here.
