PUMA UNVEILS NEW SHOE SUPPORTING CRIMINAL JUSTICE REFORM
February 1, 2019
Global sports brand PUMA unveiled its new Clyde Court #REFORM, a basketball shoe inspired by award-winning hip-hop artist Meek Mill's advocacy to reform the US criminal justice system and Olympian Tommie Smith's activism for universal equality.
The release coincided with the launch of the REFORM Alliance, an organization committed to advancing criminal justice reform and eradicating laws and policies that perpetuate injustice in the United States. The Alliance is led by Mill whose release from prison last year, following a controversial probation, prompted the sports and music world to rally behind the issue.
Mill is joined by Philadelphia 76ers co-owner and Fanatics executive chairman Michael Rubin; entrepreneur, business mogul and PUMA Basketball Creative Director Shawn "JAY-Z" Carter; Kraft Group CEO and New England Patriots owner Robert Kraft; and Brooklyn Nets co-owner and philanthropic investor Clara Wu Tsai.
PUMA is the exclusive brand partner of the REFORM Alliance and is supporting the launch of REFORM Alliance by donating 100% of net proceeds from the sale of the shoe to the foundation. "For more than 50 years, we at PUMA have been big believers in the power that sport has to unite people and push culture forward in a positive way," said Adam Petrick, PUMA Global Director of Brand and Marketing.
Starting January 24, several PUMA NBA athletes - including DeMarcus Cousins and DeAndre Ayton - supported the movement by wearing the sneakers. Additionally, PUMA will donate $5,000 in the name of each player and in recognition of Tommie Smith's longtime contribution for Universal Equality.
The Clyde Court #REFORM sneaker continues the mission of PUMA #REFORM, the brand's social justice platform – which launched in October 2018 – to enable PUMA ambassadors from the worlds of sports, music and entertainment to advocate for social justice issues and champion causes to promote an agenda for change.
To date, PUMA has tapped Meek to focus on criminal justice reform, Smith to emphasize the need for universal equality and WNBA All-Star Skylar Diggins-Smith to highlight gender equality.