While the range is geared towards women, Ambrose says that everyone can get in on the fun. “I do hope to see some men in the collection,” she says. “It was important to me to include some elements from the collection that are gender-neutral, opening up the category to more people so that everyone feels included.” Universally wearable pieces like the rugby sets were created with that in mind. “[They] were one of my favorite silhouettes growing up. For this collection, I created an oversized version with a retro, 90s vibe.”
The collection arrives at a moment when basketball wields an outsized influence on fashion. Still, Ambrose wishes the attention weren’t focused solely on the male players. “The men have gotten so much notoriety [for their] style; I think it’s a good time for us to reclaim our throne. Women and women basketball players should be a part of that conversation,” she says. The Women’s Hoops collection drops with a Hype Williams-directed campaign featuring WNBA stars Skylar Diggins, Breanna Stewart, Katie Lou Samson, and Jackie Young to hammer that message home. “When I look at them, I see strong women, mothers, friends, sisters, daughters—not just basketball players. I see them outside of the context of their job,” says Ambrose. “They represent not only all-female basketball players but also all women in the game of life who have a passion in their eyes and a determination to win.”
Reuniting with Williams, a frequent collaborator with Ambrose for the last three decades, felt right. After collaborating on iconic videos like Missy Elliott’s ‘The Rain (Supa Dupa Fly)’ and Notorious BIG’s ‘Mo Money, Mo Problems’ and countless others the pair know how to create impactful imagery. “Whenever I can collaborate with my brother, it’s a blessing,” says Ambrose. “Hype is super intuitive and on the pulse of culture-shifting moments, and to be able to collaborate with him at a time when we are launching something new was perfect. I knew that we would create a moment that we’d look back on and be proud of—just like we did in the ’90s.” The black and white clip is a sleek introduction to the clothes and Ambrose’s vision for Puma’s future, something she’s sure will appeal to more than sports fans. “On one hand, this campaign is about women and basketball, and the visual marriage of the two,” she says. “On the other hand, for those that don’t play basketball, life is a sport.”
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