Athleisure brand Puma teamed up with Amazon to create an exclusive line of affordable sportswear named Care Of.
The pilot collection by Care Of already launched in Europe this September. It features over 50 different items for men and women, including jackets, leggings, backpacks, t-shirts, and footwear. The U.S. launch will happen during October.
According to the Business of Fashion, the new brand won’t negatively affect Puma’s existing sportswear business. According to the company’s statement, the new line “is targeted at a different consumer that we would not reach in our usual ‘Puma way.’”
Care Of is an affordable brand, with t-shirts starting from $11 while jackets are priced at around $60. The line was created by analyzing shopping habits and searches of Amazon users, with a focus on “comfort” and “fit” garments customers tend to prefer. For now, Care Of will be available in the U.S., Mexico, U.K., Germany, Spain, Italy, and France.
