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Watershed moments in Saidi's?early days?at PUMA, setting the?stage for the brand's current successes, include signing Brooklyn We Go Hard black converse high tops and Vashtie as ambassadors and collaborators. "Influencers that can actually design," as he puts it, although no one was really using the word "influencer" in that context at the time. Then came a series of release events that truly put PUMA in a different spotlight.Saidi met the team at adidas France and was handed a position heading accessories and swimwear in 2003.

and the groundwork started on PUMA Select. "So I built an organization of black converses 12 people," Saidi says. "Part of them were PUMA people and part of them were new people. We built a small startup within the company, and very quickly we had success. It was extremely difficult, because when I was calling brands to do collaborations, people didn't want to work with us."Under Saidi, collaborations with German and Japanese sneaker retailers Solebox and mita?sneakers cemented PUMA's?status as a brand to watch.

?A simple PUMA Suede?placed on a platform sole, the Creeper concept can actually be attributed to Billy Walsh, better known as Mr. Completely. Walsh is set to introduce his own PUMA collaboration in 2019.After our meetings with Saidi in Berlin and again in Herzogenaurach, he returns to his busy travel schedule,?heading to Paris, Los Angeles, and then Seoul.?That's black platform converse no surprise given PUMA?has a fairly large network of "x" collaborators and it's his job to?make first contact and then maintain relationships with all of them.

some of them will create marketing stories." Saidi also makes clear that these?won't be?straight collaborations, but rather projects outsourced to figures in the PUMA network.As well as recent high-profile collaborations?with figures from the worlds of fashion, music, and pop culture, PUMA will soon be rolling out an environmentally sustainable collaboration with the renowned fashion school at London university Central Saint Martins, plus a footwear  and apparel collaboration with Mike Cherman's DIY it-brand Chinatown Market.

 
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