Back in 1998, a groundbreaking partnership between Jil Sander and Puma redefined the boundaries of athletic and luxury design.
The two brands came together to transform Puma’s iconic football boots into sleek leather sneakers, ushering in a new era where sport met sophistication.
This early fusion of minimalism and performance became a cultural inflection point, one that not only challenged industry norms but also set a quiet, refined standard that continues to resonate in today’s sneaker landscape.
Nearly three decades on, that trailblazing collaboration returns. Under the creative direction of Simone Bellotti, Jil Sander revisits its dialogue with Puma, deepening their shared exploration of purity, precision, and purposeful design.
The renewed journey begins with the revival of the legendary King Avanti silhouette, an icon of football heritage, reinterpreted through a luxury lens.
Crafted in premium leather, the sneaker features clean lines, a distinctive fold-over tongue bearing the Puma logo, and subtle gold-foil Jil Sander branding on both the outer and inner tongue, quietly asserting its dual identity.
Staying true to the house’s ethos of elevated minimalism, Bellotti approaches design as a meditative repetition, each iteration subtly different, each refinement pushing the conversation forward.
The reimagined King Avanti reflects this philosophy: a study in contrast, discipline, and understated energy.
Launching in a deep navy blue and available in strictly limited quantities, this unisex sneaker will be released globally on 14 October 2025, exclusively through selected Jil Sander boutiques and jilsander.com.
This release marks the first in an ongoing series, with the next drop already slated for March 2026. The dialogue continues, not as a revival, but as a progression.
