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After a 1998 collaboration with minimalist designer Jil Sander, Puma established a new template for sports-luxury partnerships that earned it a fashion-forward reputation and paved the way for this year’s Gucci-Adidas and Nike-Louis Vuitton collections. But, the sportswear brand took that playbook too far, and in recent years, it had to step back from fashion to regain its credibility in making items meant for actual sports.
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