PUMA and The Whitaker Group are building on their successful collaboration with CODA, a new platform that will share stories over multiple seasons. CODA goes beyond simply showcasing products to examine how culture is passed down, reinvented, and evolves.
CODA, like the final section of a piece of music, represents a turning point – the space between finishing one chapter and starting another. It’s when traditions, beliefs, and experiences are shared across generations, then reinterpreted and evolved into something fresh and unique.
PUMA and The Whitaker Group are launching a new platform with an introductory film that sets the stage for their shared vision of sport, style, design, and community. They plan to regularly feature innovative individuals – creators, artists, and trendsetters – who put their own unique spin on these ideas through shoes, clothing, compelling stories, events, and collaborative projects.
James Whitner, founder of The Whitaker Group, explained that legacy isn’t just about what people remember you for – it’s about taking ownership of your impact. He believes it’s less about inheriting something and more about what you create with it.
This initiative highlights PUMA’s ongoing commitment to supporting the communities driving today’s sports and street style. According to Tara McRae, President of PUMA North America, “The CODA platform allows us to intentionally reinvest in the people and groups who create and influence this culture.”
Over time, PUMA and The Whitaker Group plan to use CODA as more than just a shoe and clothing line. They see it as the beginning of a larger discussion about how people are influenced, what shapes our identities, and how culture changes.
2026-07-22 19:56