Puma is responsible for developing the clothing line, while Amazon is responsible for sales and marketing.
Internet giant Amazon and German sportswear and footwear manufacturer Puma have announced a joint launch of a new athleisure brand Care Of. The first collection, which includes men's and women's clothing and accessories, was presented this week in Europe, while in the US the official release will take place in October.
Athleisure is a fashion trend in the fashion market, in which clothes originally designed for training and physical activities are successfully worn at the workplace, at school, in everyday life and at events. The main idea of the direction is that sportswear is coming out of gyms and taking a significant place in the everyday outfits of people around the world.
Launched by Amazon and Puma, Care Of's debut collection features t-shirts, leggings, outerwear, sneakers and more at the lowest prices on the market, with T-shirts starting at $11 and down jackets starting at $60. The collection is currently sold on Amazon exclusively.
As part of a new collaboration Puma is responsible for the development of the clothing line, while Amazon is responsible for sales and marketing. When creating the collection, its creators note, the data that was obtained during the analysis of user reviews and search queries on Amazon were taken into account. The main focus is on convenience and comfort.
For the Internet giant, the Care Of project is another way to make itself known in the fashion market. Earlier, in 2019, Amazon already celebrated the launch of The Drop platform, which sells streetwear collections created by influential fashion bloggers. Amazon also has a popular Prime Wardrobe service and a number of private label fashion collections.
Puma denied the possibility that the creation of a new sports brand could have a negative impact on the brand's own sales, noting that the new line "targets a different consumer that Puma would not have been able to reach on its own."