NEW YORK CITY, USA — It was lights, cameras, and action as models, including former Olympian Juliet Campbell and hurdler Shivonne Stoddart strutted and danced to the pulsating sounds of reggae music as they showcased the new offering by Cedella Marley at a private viewing hosted by Sportlifestyle company PUMA at the 450 Studio in Manhattan.
The runway was designed in the form of a running track with three lanes for the models to parade the new duds designed by Marley; which they did with such ease and rhythm in their movements.
PUMA partnered with Cedella Marley, fashion designer and daughter of Jamaican reggae icon Bob Marley to design the Jamaican athletics team’s Olympic, podium and ceremony wear for the London 2012 Olympic Games. According to PUMA, the these new designs will be worn by the entire Jamaican team, including three-time Jamaican Olympic gold medallist and PUMA athlete Usain Bolt.
“Partnering with Cedella and the Marley family is a perfect fit for our brand,” said Antonio Bertone, chief marketing officer for PUMA.
“She embodies the fun, laid-back nature of Jamaica and will bring an authenticity to the collection for the entire world to see in London 2012.”
Said Marley: “It is truly an honour to design this collection for my home country and my home team.
“We’ll go through a rigorous process of material selection and design to ensure the performance ‘singlets,’ in particular, meet the needs of Jamaica’s world-class athletes,” she added.
“They have to fit and feel like a second skin.”
Staying true to PUMA’s DNA of sportlifestyle, the creative collection showcased the bright colour of flag incorporating high-tech fabrics and silhouettes engineered to enhance the performance of the athletes hailing from the fastest country in the world — Jamaica.
The designs were somewhat militant in nature and were aptly named, like the ‘Buffalo Soldier’ button-down shirt and the ‘Iron Lion Jacket’ and the ‘Exodus’ pants for the men, while the name of a woman’s jacket is called, ‘Satisfy My Soul’.
“The separates were very bright and well-tailored, but it will take a while for me to get into wearing a bright yellow pant… I think.
“However, it was a great collection of contemporary sportswear with a distinctive feel than can be worn to any casual or chic event, a real water cooler moment,” said Marley, who said some of her inspiration came from the styling’s of her father who sported epaulets, patches and various buttons on his clothing.
Taking inspiration from the vibrant colours and patterns of the Caribbean nation as well as the African influences that have come to characterise that country, Cedella Marley’s unique designs are sure to make the world take notice in the Summer of 2012.
PUMA’s Olympic wear will be accompanied by a lifestyle collection of apparel, footwear and accessories which will be available at PUMA retail stores globally in June 2012.
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