Cape Town, South Africa, 31 May 2023 — Global sports company PUMA celebrates the PRIDE community with a round of initiatives and its REFORM platform, which aims to eliminate biases and ensure that everyone who wants to play can play, regardless of their gender, race, sexuality or background.

As part of its commitment to inclusivity, PUMA has released a new product line that celebrates PRIDE. The 2023 PRIDE collection showcases PUMA’s support for the LGBTQ+ community and its ongoing efforts to promoting advocacy, education, and inclusivity.

Championing the aesthetics of the gay liberation movement of the 1960s, PUMA has created a special mosaic pattern with a handmade look and feel, comprising grassroots iconography and symbols. The iconic PUMA Suede is also redone with elements of the same pattern used on the laces, tongue, heel, and collar of the low-top silhouette. The resulting Downtown PRIDE pattern is used across items like the Downtown PRIDE Tee and Downtown PRIDE Shorts. Accessories are also included in the form of a Tote Bag, Multi-pouch, and Bucket Hat, all making use of the Downtown PRIDE pattern.

To further its commitment to advocacy and education, PUMA has partnered with The Trevor Project, the leading suicide prevention organisation for LGBTQ+ young people. Together, we have created the #REFORMTheLockerRoomcurriculum, a free online training course which aims to promote inclusivity and educate coaches, athletic directors and other youth-facing sports leaders about the importance of respecting and celebrating diversity.

Recognising the importance of creating a safe and inclusive environment, for the fourth time PUMA joins forces with the support association Christopher Street Day (CSD) Nürnberg e.V.. Through this collaboration, PUMA aims to amplify the voices and rights of the queer community. The partnership signifies PUMA’s commitment to promoting diversity and equality.

With its REFORM platform, PRIDE collection, and local partnerships with The Trevor Project and CSD Nürnberg e.V., PUMA is supporting in creating a more inclusive and accepting world for all.

PUMA’s 2023 Pride collection is currently available on and selected items available at Archive and Superbalist.

The #REFORMTheLockerRoom curriculum launches on May 30th. For further information please follow the link: