PUMA & JIL SANDER Unveil The KING AVANTI
by Adriano Batista
In 1998, JIL SANDER and PUMA began a partnership that would change the sneaker world. They took PUMA’s classic football shoes and reimagined them as luxury leather sneakers. This move, combining high fashion with sport, was ahead of its time. Its quiet influence is still felt today.
Now, almost three decades later, the conversation starts again. JIL SANDER, under its new Creative Director Simone Bellotti, is renewing its dialogue with PUMA. The partnership is once more built on shared values: pureness, precision, and purpose.
The journey begins with the revival of a classic football silhouette, the KING AVANTI. The new version is made from premium leather. The JIL SANDER logo appears in golden foil, while the tongue flap carries both the PUMA and JIL SANDER logos. This reflects the house’s principle of heightened simplification, where small refinements create meaningful progress.
Check it out below:
This first release is available in a limited quantity of navy blue. It is a unisex sneaker that will be sold exclusively in selected JIL SANDER stores and online. It is only the beginning. The second part of this ongoing program is scheduled for March 2026.
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