Puma is making a bid for the luxury market with its latest design collaboration. The German activewear company has teamed with Schedoni, the Italian leather manufacturer best known for designing custom-made luggage for Ferrari, to create 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. â€œNinety percent of sports products are made in the Far East now,â€ Christian Weisender, international sales manager for Puma, said during the launch of Puma by Schedoni. â€œNow was the right time to go back to our roots. It’s the first customized sneaker to be made with an Italian manufacturer.â€
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 â‚¬450 for a pair of suede and leather shoes and run up to â‚¬750 for a pair of high-tops made of fire-proof leather. Bags will retail for between â‚¬950 and â‚¬1200.