PUMA North America and Schomburg Center Announce Multi-Year Collaboration to Enrich Communities

By Schomburg Center
February 20, 2024
Schomburg Center for Research in Black Culture
A collage of four photographs showing PUMA North America and Schomburg Center designed shirts, sweatshirts, sweatpants, and sneakers.

Photos courtesy of PUMA North America

Global sports brand PUMA and the Schomburg Center for Research in Black Culture recently announced a multi-year collaboration which aims to champion education, empowerment, and cultural enrichment within the Black community through scholarships, funding initiatives, exclusive product drops, community engagement opportunities, and more. 

As part of this collaboration, PUMA’s first employee-led collective of Black creatives, We Are Legends, launched a limited PUMA x Schomburg Center apparel and footwear collection blending classic Puma styles with art objects seen from the Schomburg Center. 

The limited-collection features an iconic PUMA Suede sneaker, as well as graphic tees, hoodies, sweatpants, and more. Retailing for $45–100, the PUMA: We Are Legends x Schomburg Center collection will be available for purchase on PUMA.com, the PUMA Mobile App, and at the PUMA NYC Flagship store.

The PUMA: We Are Legends x Schomburg Center “Deeply Rooted” campaign features PUMA ambassador and American professional soccer player, Yunus Musah. 

“Building meaningful relationships with organizations like the Schomburg Center aligns with PUMA’s goal to preserve and amplify stories that celebrate Black culture,” said Michelle Marshall Head of Diversity, Equity, and Inclusion at PUMA North America. “This collaboration also gives us the opportunity to further drive impact by investing in Schomburg’s community initiatives such as the Junior Scholars Program which is focused on youth empowerment and mentorship and the Schomburg Center’s annual Literary Festival in June that takes place in Harlem and is centered around championing literacy and highlighting Black authors.”

Joy Bivins, Director of the Schomburg Center, said that the collaboration helps inform a new generation about the Library’s vast collections: “With over 11 million objects, including books, manuscripts, and visual art, representing generations of the Black experience, the Schomburg Center remains committed to making the histories of people of African descent accessible to all. Collaborating with We Are Legends on this collection highlights the deep roots our institution has within the communities we serve and we are grateful for the opportunity to share our archives and our work with new audiences, providing them with information and resources that educate and inspire.”


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