Jil Sander and Puma Reignite Iconic Partnership with Refined King Avanti Sneaker

Almost three decades after its groundbreaking debut, the pioneering collaboration between Jil Sander and Puma has been reignited, bridging the worlds of luxury fashion and sport once more. Originally launched in 1998, their first-ever sneaker partnership established a significant precedent within the industry. Today, under the creative direction of Simone Bellotti, this influential project is being revived, marking a new chapter in the enduring relationship between the two iconic brands.

The renewed journey commences with the reinterpretation of the legendary "King Avanti" football silhouette. This classic design, celebrated for its distinctive fold-over tongue and impeccably clean lines, forms the foundation of the new release. Bellotti’s vision emphasizes a philosophy where repetition is viewed as an affirmative act, suggesting that true progress emerges not from entirely new creations, but through continual refinement and thoughtful evolution. For this contemporary leather sneaker, Bellotti has subtly enhanced the design, adding a Jil Sander logo in elegant gold foil. The signature fold-over tongue proudly displays the Puma logo on its exterior, while the inside reveals the Jil Sander logo, a sophisticated touch symbolizing the partnership.

This exclusive unisex sneaker is presented in a sophisticated navy hue, available as a highly sought-after limited edition piece. Distribution is exceptionally selective, with the sneaker being sold exclusively worldwide through a curated selection of Jil Sander stores and the brand’s global online shop. It became available to discerning customers at the start of the week, priced at €480, reflecting its premium craftsmanship and limited availability.

Looking to the future, Simone Bellotti has confirmed that this initial release is merely the inaugural chapter in what promises to be an ongoing collaboration. Fans and collectors can anticipate further developments, as a second edition of this exciting partnership is already firmly scheduled for March 2026, signaling a long-term commitment to this iconic alliance.