PUMA x Jil Sander Team Up For the Revival of a Classic

Flashback to the distant past. The year is 1998, and the vibes are electric as an iconic shoe hits the streets - the result of an era-defining collaboration between PUMA and Jil Sander. One of the most influential fusions of high fashion and performance wear, it’s a story that’s shaped style as we know it. Now, the conversation continues.

Almost 30 years ago, PUMA, the global sportswear giant known for its bold athletic gear, teamed up with Jil Sander, the German designer celebrated for her clean aesthetic and minimalist creations. It was a partnership few saw coming, but this unlikely duo shared undeniable values rooted in precision and purposefulness. Thus, the King was reborn - sleeker and more streamlined than ever before.

Today, the two fashion powerhouses are back for round two with a revival of the PUMA King football silhouette. This time, Jil Sander’s new creative director, Simone Bellotti, is at the helm of the new look. Keeping with the shoe’s original design, the 2025 King Avanti continues the long-reigning legacy of the fold-over flap, while exhibiting a more sculptural form. Other significant style differences include the use of premium leather material and changes to the logo placement. Once in favour of heavily discreet branding, the near-black sneaker now boldly features the PUMA logo on the tongue flap, accompanied by Jil Sander in small gold foil on the side panel. The essence of the shoe remains the same, highlighting that nostalgia doesn’t always present as a feeling, but as items of footwear too.

This revisited partnership is proof that nothing ever stays the same, and that creativity is always evolving. The Puma King legacy lives on.

Also available in navy blue, the unisex sneaker is available worldwide in selected Jil Sander stores from October 14th 2025.

@pumauk x @jilsander