PUMA has officially partnered with acclaimed designer Salehe Bembury to innovate its basketball division, PUMA Hoops, as announced on July 29, 2024. Bembury, who has previously collaborated with brands like New Balance, Crocs, and Versace, will design the next signature sneaker and help recruit a top athlete for PUMA. He expressed that this collaboration allows him to share a more personal narrative tied to his love for basketball, cultivated since his childhood in New York City. PUMA's global head of basketball, Max Staiger, highlighted Bembury's unique ability to blend sport, culture, and fashion through his designs. This partnership is anticipated to enhance PUMA Hoops' reputation in both performance and cultural relevance, aligning with the brand's innovative approach. Bembury's arrival is expected to elevate the storytelling and design aspects of the brand's offerings.