RETURN OF THE KING AVANTI: JIL SANDER AND PUMA REVIVE THEIR ICONIC SNEAKER

words by PHOEBE GIBSON-DOUGALL

These days it feels as if every luxury brand has released their own version of the designer sneaker; it’s hard to step foot outside without seeing soles covered with storied logos. But in 1998, when JIL SANDER partnered with PUMA for the first time, this was not the case. The iconic collaboration, which reimagined PUMA’s iconic football lace-ups as luxury leather sneakers, rocked the fashion world and showcased what was possible in the realm of luxury sportswear. The move was bold and ahead of its time, evolving into a multi-collection collaboration that set a lasting tone in the sneaker world: unassuming and refined.

Almost three decades after this visionary partnership, JIL SANDER and PUMA have reprised their dialogue with the revival of the iconic KING AVANTI football silhouette, known for its distinctive flap and clean lines. The new style is crafted in premium leather, with a golden foil JIL SANDER logo emblazoning the sides and the PUMA logo housed on the tongue flap. The very embodiment of sophisticated and heightened simplication, the sneakers are further testament to the brands’ shared values of pureness, precision, and purposefulness—as championed under the creative directorship of Simone Bellotti at JIL SANDER.

Available in navy blue and in a limited quantity, the unisex sneaker are exclusively distributed worldwide in selected JIL SANDER stores and on jilsander.com. But don’t despair if you’ve missed out on this drop; this is only the beginning. The second instalment of JIL SANDER x PUMA is scheduled for March 2026.