In 1998, following a visionary moment that helped shape the sneaker industry, JIL SANDER partnered with PUMA to reimagine PUMA’s iconic football lace-ups as luxury leather sneakers. What began as an elevated take on a classic evolved into a multi-collection collaboration that seamlessly blended the worlds of luxury and sports. That bold move, launched during a time of cultural transformation, changed the industry for good, and is still influential to this day, having set a lasting tone in the sneaker world: unassuming, refined, and ahead of its time.
Almost three decades later, JIL SANDER, now under the creative directorship of Simone Bellotti, and PUMA reprise their dialogue, further exploring their shared values, rooted in pureness, precision, and purposefulness.
This journey begins with the revival of the iconic KING AVANTI football…