“Celebrate a Year of Be龙 onging” with PUMA this Chinese New Year

Drawing inspiration from Chinese culture and heritage, globally renowned sportswear brand PUMA is set to unveil the SS24 Chinese New Year Collection this 8 January 2024. Blending contemporary sportstyle with the rich cultural tapestry of Tibetan nomadic heritage, PUMA aims to share the dragon’s roar in the new collection and celebrate a year of belonging!

PUMA brings forth their highly anticipated SS24 Chinese New Year Collection, showcasing a line of original apparels and footwear that incorporates Tibetan cultural symbols and ethnic patterns, seamlessly blending in with the PUMA DNA – proudly bringing to you stylishly festive pieces for the new year.

Nothing screams the arrival of the Dragon Year more than the specially designed PUMA logo and wording in this collection! They feature a Tibetan-style dragon wrapped around “P” along with intricate embroidery of the word PUMA in bright red to capture the essence of the celebration – a playfully festive yet sophisticated twist to the collection that appeals to a wide age group.

The collection features classic pieces like the iconic T7 tracksuit, crewneck sweatshirt with matching sweatpants, as well as casual and collared tees, perfect for any occasion in and out of the festive season.

In the Year of the Dragon, PUMA ushers you to take the first iconic step in the collection’s one and only BLKTOP Rider, Chinese New Year edition! These kicks pay homage to PUMA’s ‘80s running heritage. With clean red lines and hues highlighting the PUMA formstrip and shoe, the BLKTOP Rider embodies Chinese cultural charms whilst remaining contemporary for today’s generations.

This year’s PUMA Chinese New Year campaign celebrates the significance of togetherness and bonding—a theme deeply rooted in the tradition of family reunions during this festivity. This is shown in the title “Celebrate a Year of Be龙 onging” where it highlights “belonging” with a witty wordplay of the mandarin character 龙 (Lóng)—which means dragon, to cleverly bring in the Year of the Dragon. The campaign emphasizes the importance of family connections as we witness siblings come together to adorn the space with festive decorations and cheer, all while rocking the much-anticipated PUMA Chinese New Year collection.

The exclusive PUMA SS24 Chinese New Year Collection will be available for purchase starting 8 January at all JD Sports outlets, PUMA stores and PUMA.com.