#CulturePH - At PUMA's first collection preview party in the Philippines, the streets of Manila take center stage.

With an exclusive sneak peek of its autumn/winter collection, which will be on sale in the Philippines starting in July this year, global sportswear company PUMA is formally establishing its presence in the country. PUMA's invite-only AW23 collection preview party was a bold salute and homage to the streets and people of Manila and was motivated by its motto, FOREVER FASTER.

In Glorietta, Makati City, PUMA established its first flagship store in November 2022. There are now 22 franchise locations across the country. The German sports brand will build few more outlets in this quarter as part of its market expansion goals in order to serve more PUMA fans in Metro Manila, Laguna, and Cebu.

“The Philippines, being a nation of loyal sports fans and fashion-savvy consumers, has so much potential and presents a lot of wonderful opportunities for the brand. This was a major factor in our decision to come in stronger as a full-on subsidiary and increase our presence in every aspect of the business,” said PUMA Philippines Country Manager Paolo Misa.

The AW23 line featured a selection of activewear made for the sporty and fashion-forward Filipinos.

Beyond growing its reach for PUMA locations, the brand has begun expanding its presence in significant online and offline sports and lifestyle retailers nationally. PUMA intends to be noticeable through promoting significant events that are symbolic of the dynamic categories that the brand symbolizes, working with lifestyle celebrities, and supporting important athletes.

“Sports is at the heart of PUMA. We are eager to play our part and help nurture it in the country, with emphasis on youth development. For 75 years, PUMA continues to push sports and culture forward by challenging conventions, innovating through design, and supporting the next generation. Through history, culture, performance and design, PUMA is committed to being FOREVER FASTER” PUMA South East Asia General Manager Sanjay Roy explained.

More than a fashion show: FOREVER FASTER in the streets of Manila

On a runway designed to seem like the streets of Manila, PUMA unveiled its AW23 collection. In addition to highlighting Filipinos' innate confidence, paying tribute to Filipino pride, and celebrating Filipino resiliency, the presentation told many tales of Filipino bravery that were witnessed on the streets of Manila. 

The four basic characteristics of the brand, which are Pinoy bravery, confidence, determination, and joy—the same core principles under the company's FOREVER FASTER mantra—were represented in the brand's first fashion show by Filipino game-changers, movers, and disruptors.

Former motorsports and racing driver Marlon Stöckinger, Miss International 2016 Kylie Versoza, and actor Daniel Matsunaga hit the AW23 collection runway. Model Santino Rosales, the son of renowned actor Jericho Rosales, also walked the runway.

The Face of PUMA Philippines

In addition to the brand’s expansion plans, PUMA is also celebrating another milestone with the introduction of professional basketball player Kai Sotto as its first-ever Filipino brand ambassador. The brand surprised the preview party guests with a short video of Kai Sotto greeting Filipino fans. Stay tuned for more.

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