Wednesday night saw PUMA re-launch their Court Star and with it the PUMA Tennis brand, hosting a dinner in East London with a select few.
In the small circuit that is London and the London sportswear/streetwear industry, there are a lot of events, product launches, store openings and any reason a PR company can invent to throw an event with free booze. With this in mind, it was nice to see PUMA take a more considered approach for their PUMA Tennis and Court Star re-issue celebrations. Taking direct inspiration from the slogan A Touch Of Class, lifted straight from the cover of a vintage PUMA Tennis promotional catalogue, the dinner was riddled with thoughtful details and a solid combo of both classic and contemporary visual styling.
Hosted at East London’s Bistrotheque in a private dining room, the polished concrete floor had been decorated with the markings of a tennis court, but this time using gold foil, with a large decadent white table sat in the middle of the room. To one side was an umpires chair playing host to several PUMA Court Star re-issues for guests to get hands on with before dinner, sipping drinks and listening to the pianist in the corner. Once ready, we made our way to our places, laid out with name cards, branded napkins and personally initialled towels folded neatly over the back of the chairs. Everything was detailed and everything was personal.
After seeing our way through an exquisite meal, accompanied by a lot of talking, we were invited one by one to collect our friends & family only presentation box pair of Court Stars that had been patiently waiting to one side the whole evening, silently teasing us from afar. A white and gold box with embossed branding, magnetic lid, and white pull tab housed our pair of pre-release Court Stars, sat on gold satin. As mentioned before, from start to finish it was very clear that there was one thing on PUMA’s mind throughout the planning of this event – A Touch Of Class. Wether that was the Wimbledon styled assistants, the venue, the event or the personal treatment for the guests, it was all considered.
Hold tight for more info on the PUMA Court Star re-issue ahead of it’s release on 4th July. Check out the preview in the mean time.
Photography: James Clothier for The Daily Street