Puma introduces luxury sneaker

German sportswear giant Puma is entering the luxury sector with the introduction of a line of bespoke leather sneakers. The range, which also includes bags, is the result of a collaboration with Schedoni, the Italian leather manufacturer that also makes custom-made luggage for Ferrari. “Ninety percent of sports products are made in the Far East now,� Christian Weisender, international sales manager for Puma, said during the launch of Puma by Schedoni. “Now was the right time to go back to our roots. It's the first customized sneaker to be made with an Italian manufacturer.�

Puma plans to install leather work stations resembling travelling trunks that pop up in 50 stores worldwide. They will be introduced in all Puma Black stores and in selected high-end department stores, such as Harrods in London . The work stations will allow customers to choose their own colour combinations from a selection of the manufacturer's suede and naturally tanned leather skins. Once a selection has been made, the production process takes four weeks. The finished product is delivered to the customer complete with a number and a signed certificate from the artisan who made it. Adding to the exclusiveness of the sneaker, a maximum of 500 shoes per colour combination can be made. Consumers will have to be prepared to pay the price though. Prices start at €450 for a pair of suede and leather shoes and run up to €750 for a pair of high-tops made of fire-proof leather. Bags will retail for between €950 and €1200.

According to Weisender, Puma plans to target a niche market that wants to spend money on quality and can distinguish between basic and top quality leather. He explained that although the target audience is a small market, there is high demand within that market. He also added that the target audience is very different from the one targeted by the Alexander McQueen line, in that the latter is “positioned in avant-garde retail environments.� There will therefore be no conflict with Puma's other collaborations, which also include Philippe Starck and Stella McCartney.