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In 1998, Jil Sander and PUMA quietly changed fashion’s conversation. Their first collaboration — a hybrid of high fashion and football design — introduced a new language of luxury athleticism. Now, almost three decades later, creative director Simone Bellotti has revived that spirit with the re-edition of the Jil Sander × PUMA King Avanti.
A Return to Form
The original 1998 pair was notorious for its fold-over tongue and sleek football silhouette — once worn by legends like Pelé and Maradona. This 2025 revival keeps those DNA details intact: the distinctive flap, clean lines, and low-profile fit, now rendered in navy blue and warm white premium leather.
The shoe balances heritage and modern craftsmanship. Gold-foil logos mark the Jil Sander name on the upper and inner tongue, while the PUMA logo graces the outer flap — a symbolic handshake between luxury and sport.
The Luxury of Restraint
Bellotti describes this revival as “repetition as refinement” — an affirmative act where progress comes through precision. That ethos is visible everywhere in the new King Avanti: minimal stitching, buttery leather, and a silhouette that feels as timeless as it did 30 years ago.
This limited-edition unisex sneaker is priced at $500 / €480, available NOW.
Exclusively through select Jil Sander stores and jilsander.com.
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