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PUMA reveals Minions tie up ahead of new film

Global sports brand reveals characters as its latest ‘creative collaborators’.

A new collaboration between global sports brand PUMA and the Minions is set to hit retail ahead of the arrival of Despicable Me 3 this summer.

PUMA x Minions footwear, apparel and accessories for adults is due to launch on June 1, while a children’s line will arrive on June 30.

The deal – agreed between PUMA, Illumination Entertainment and Universal Brand Development – means the Minions join the roster of ‘creative collaborators for the global sports brand.

The footwear and apparel collection sees Minions Stuart, Carl and Kevin rendering their ‘playful yet fashionably luxe’ designs on PUMA’s sports-inspired styles. They created a new pattern and added splashes of colour, plenty of goggles and more.

PUMA’s classic silhouettes, like the PUMA Suede, get a fresh makeover in premium tonal black upper – with custom Minions-painted graphic insoles that are finished by a debossed collaboration logo (featuring the PUMA No. 1 logo and the Minions’ logo).

Heiko Desens, PUMA creative director for sport style, said: “We’re very excited to have partnered with the Minions for a collaborative collection. Their mischievous and playful nature fits the PUMA DNA to a T.”

Gail Harrison, president of marketing and branding at Illumination Entertainment, added: “For the past seven years, Minions have engaged people of all ages and cultures with their unexpected, often subversive behaviour.

“For the first time, Illumination has identified three Minions with passion for design to interrupt PUMA’s highly successful creative process. This all-new collection combines our favorite classic PUMA styles with an unorthodox measure of bananas, mishaps and more. In true Minion form, they fail upwards again.”

Manuel Torres Port, evp worldwide consumer products, Universal Brand Development, concluded: “PUMA has a long-established reputation as a leading creative force in footwear design.

“A collaboration with the Minions is a natural fit for PUMA, as the Minions are global pop icons who are just as fashionable as they are timeless.”

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