Cape Town, South Africa, 16 February 2022 — Global sports company PUMA together with PUMA Hoops Creative Director and iconic image maker June Ambrose, debuts PUMA’s new Women’s Hoops category with a basketball-inspired lifestyle collection, PUMA High Court creatively directed by June Ambrose.
Ambrose joined the PUMA family in 2020 and has been an integral part in helping PUMA launch its Women’s Hoops category, redefining what it means to be stylish in sport by taking a holistic brand approach, designing different looks for women to feel empowered on and off the court. Throughout her career, Ambrose has held court in industries where she wasn’t invited to play. She has built a life and career on the foundation of being unapologetic and fierce in her vision that has always extended beyond style.
“June’s remarkable career of creating culture-defining moments over the past 25+ years is truly inspirational, and we are thrilled to have her intimately involved as the Creative Director of our PUMA Hoops business,” said Adam Petrick, Global Director of Brand and Marketing at PUMA. “She has taken PUMA Hoops to the next level, redefining our Women’s Hoops business with this collection, and truly merging streetwear style with performance.”
On the collection, Ambrose said “When designing this collection, I considered the lifestyle of women and how integral movement is to our wardrobes. I wanted to harness the flexibility that we need and marry this with stylish versatility; each piece is designed to work for all of the positions that we inhabit and the many races we run in our lives every day.”
The bold female-focused collection takes inspiration from Ambrose’s philosophy that life is a sport, style is the game and basketball is the vibe. Ambrose incorporated athletic and physical elements of the game into the collection, to underscore how women are consistently winning, playing the game of life, and staying on top of their daily grind in all the positions that they hold.
Ambrose continues, “I thought about how style and fashion make me feel; when I look good, I feel good, I feel empowered, and I want to share that emotion with the women wearing this collection. When women put on the High Court collection, I want them to feel bold, confident, and fierce.”
Footwear features the Regal RS Renegade (R1 999), Cunning Suede Safari (R1 699) and Leadcat Glory (R699). Apparel includes the Freedom Shorts (R999), Diggins Breakaway Pants (R2 299), Ora Mesh Top (R899), Justice LS Tee (R699), Madison Coat (R2 799), Unity Crop (R1 099), Love Leggings (R999) and Timeless Tank (R699). The Madison Beanie (R499) and Hope Cross Body Bag (R1 199) complete the collection.
Campaign imagery was shot by Ambrose’s long-term creative partner and iconic director Hype Williams.
The collection is available from 16 February 2022 from PUMA.com, PUMA V&A Waterfront, Braamfontein and Gateway, X-Trend, Archive and Shesha.