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PUMA and MTV Partner Up to Reinvent Pop Culture and Street Style

by Natasha Christopher

Global Sports Brand PUMA and MTV today announced an exciting new partnership that celebrates the intersection of pop culture and sports fashion. It marks the coming together of two industry game-changers with a special-edition RS-X sneaker that celebrates the extreme reinvention of music culture.

This isn’t the first time the two industry giants have come together. In 2006, they released the PUMA YO MTV Raps range that saw classic PUMA silhouettes inspired by the 80s hip hop show.
PUMA RS-X Tracks MTV Gradient Gloom Black - Sweet Lavender 2We are thrilled to again partner with a brand that has successfully reinvented itself,” said Adam Petrick, PUMA’s Global Director for Brand & Marketing. “Both brands, MTV and PUMA have a longstanding history of pushing culture forward. Together, we have reinvented our 80s icon RS into another extreme style which embodies the mix of music and fashion.”

MTV has revolutionized the entertainment industry. The intersection of fashion and pop culture underlines their efforts to reach a young audience globally.

“MTV and PUMA have represented culture and street style for generations, and this collaboration seamlessly brings these two iconic brands together,” said Jose Castro, Senior Vice President, Global Collaborations and Softlines, Viacom
Nickelodeon Consumer Products. “PUMA’s RS-X sneaker is inspired by elements of music and the digital age and evokes MTV’s own evolution – it is an immediate collectable and a must-have for the nostalgia fashion fan.”

Taking it a notch higher, the PUMA x MTV collab drops a new iteration of the RS-X Tracks sneaker. With extreme details and bold pops of neon, the collection features RS- X Tracks MTV Gradient Blaze in PUMA White – Sweet Lavender and RS-X Tracks MTV
RS-X Tracks MTV Gradient Blaze PUMA White - Sweet Lavender
GradientGloom in PUMA Black – Sweet Lavender colourways. Completing the look with season-appropriate apparel, the trendy collection also includes a tee, tank, track top and shorts emblazoned with bold PUMA x MTV graphic logo.
The PUMA x MTV collection retailing from RM 165 – RM 575 will drop on March 14 in selected PUMA Stores nationwide. Follow @PUMASportstyle for release information.

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