PUMA collaborates with Hasbro


December 13, 2018 | By RetailME Bureau

Global sports apparel brand PUMA has teamed up with American toy and entertainment group Hasbro Inc. to create exciting Transformers-themed footwear.

First introduced by Hasbro and Japan’s Takara as a toy series in 1984, the adventures of the robots which can transform into motor vehicles also became a popular cartoon series. With the more recent addition of a blockbuster cinema franchise, Transformers has turned into one of the most recognisable brands in entertainment. Millions have watched the epic battles between Autobots and Decepticons, and protagonists such as Optimus Prime and Megatron have become household names.

Partnering with creative brands to bring consumers a range of appealing products, while pushing boundaries with futuristic design and style, has become a key part of PUMA’s strategy. PUMA will combine the Transformers theme with its RS-X shoe, which is based on the iconic 1980s Running System (RS) line. For PUMA and Hasbro, the launch of this collaboration comes ahead of an important date for Transformers fans, the release of BUMBLEBEE, the latest cinema blockbuster in the franchise.

The PUMA x TRANSFORMERS range will be sold exclusively at Foot Locker stores.

“We are proud to collaborate with PUMA, one of the world’s most popular and respected sports apparel brands,” says Nikki Gie, EMEA director – fashion & home for Hasbro. “With nostalgia for the 1980s at an all-time high, we are excited to bring together two 80s icons for the first time: Tranformers and the PUMA RS shoe. We hope fans everywhere will rock the Transformers RS-X sneakers when they come out to see even more 80s vibes in BUMBLEBEE, in theatres this December.”

“We are excited to partner with Hasbro to create a fun collaborative collection that will bring the iconic robots to life. Having achieved global icon status, Transformers make perfect partners to push forward stories of reinvention within modern-day pop culture,” adds Adam Petrick, director for brand & marketing at PUMA.

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