Some collaborations age well. Others define eras. In 1998, during a moment of cultural shift that would permanently alter the sneaker industry, Jil Sander partnered with Puma to reimagine the brand’s iconic football lace ups as luxury sneaker. What began as an elevated experiment quickly evolved into a multi collection collaboration that blurred the lines between sport and luxury long before it was fashionable to do so.
That original move set a lasting tone that still echoes today. Unassuming. Refined. Confidently ahead of its time.
Nearly three decades later, Jil Sander and Puma are picking up the conversation right where they left off. Now under the creative direction of Simone Bellotti, the partnership resumes with a renewed focus on shared values rooted in pureness, precision, and purposefulness rather than nostalgia.
The revival begins with the return of the iconic King Avanti football silhouette, recognizable for its distinctive tongue flap and clean architectural lines. The updated version is crafted in premium leather and finished with subtle gold foil Jil Sander logo. The Puma logo sits on top of the fold over tongue, while Jil Sander’s mark is revealed discreetly on the inside, reinforcing the idea that luxury does not need to announce itself.
As a house defined by heightened simplification, Jil Sander continues to explore the tension between strictness and lightness that sits at the core of Bellotti’s vision. Repetition here is not repetition at all, but an affirmative act where refinement drives progress and nothing is ever exactly the same.
Available in navy blue and produced in limited quantities, the unisex sneaker launches October 14th exclusively through select Jil Sander stores worldwide and online with a second instalment already confirmed for March 2026.
Discover the details below.
