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 intended for training and physical activity are successfully worn in the workplace, at school, in everyday life and at events. The main idea of the trend is that sportswear leaves the gym and takes a significant place in the everyday outfits of people around the world.
The debut Care Of collection, launched by Amazon and Puma, features T-shirts, leggings, outerwear, as well as sneakers and other items at rock-bottom prices: T-shirts start at $11, down jackets start 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 a name for itself in the fashion market. Earlier in 2019, Amazon already made a mark by launching The Drop platform, which sells streetwear collections created by influential fashion bloggers. Amazon also has the popular Prime Wardrobe service and a number of fashion collections under its own brands.
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."
