The Jamaica Olympic Association and PUMA have launched the Jamaican Team uniforms for the London 2012 Olympic Games™, including podium and ceremony wear with the help of Jamaican Track Athlete and World’s Fastest man Usain Bolt. Fashion designer Cedella Marley, daughter of Reggae icon the late Bob Marley, unveiled her designs alongside Usain Bolt at the launch in London on 1 June ’12.
The designs will be worn by the entire team (men and women), including three-time Jamaican Olympic gold medallist, fastest man in the world and PUMA athlete, Usain Bolt. PUMA’s partnership with Marley, the eldest daughter in the Jamaican family dynasty, underscores the brand’s long-time commitment to the Caribbean nation, with its rich cultural heritage, global music contributions and its unparalleled dedication to Athletics.
Cedella Marley began designing clothes while she was on tour with Ziggy Marley and the Melody Makers, a band comprised of her brothers and sisters. Her fashion brand, Catch A Fire, named after her father’s first album, debuted in 2001 and encompasses a tailored bohemian style with vivid colours and prints. Her collections are available in upscale department stores throughout the United States.
In addition to fashion design, Marley is a children’s book author and the CEO of Tuff Gong International—the record label founded by father Bob Marley in 1965. She is also the director of Marley and Company, which manages Bob’s image and music rights and helms the merchandising conglomerate The House of Marley. A life-long philanthropist, Marley is currently overseeing operations for The Bob Marley Foundation and 1Love.org, which aligns well with PUMA’s own commitment to giving back.
‘It is truly an honour to design this collection for my home country and my home team,’ says Cedella Marley. ‘It’s not even a dream come true because it’s something I never dreamed would be possible. I ran track in high school in Jamaica and I’m still a huge fan of Jamaican Athletics, so to have a role in creating the outfits for our Olympians is a thrill.’
I admire what PUMA has been doing in Jamaica over the years and the Marley family has the same type of give-back philosophy. I think this partnership is going to be legendary.(Marley)
Staying true to PUMA’s DNA of sportlifestyle, the collection incorporates high-tech fabrics and silhouettes engineered to enhance the performance of the athletes hailing from the fastest country in the world—Jamaica. Taking inspiration from the vibrant colours and patterns of the Caribbean nation as well as the African influences that have come to characterize that country, Cedella Marley’s unique designs are sure to make the world take notice in the summer of 2012.
‘I can’t think of a better person to design our Olympic outfits than Cedella,’ said Usain Bolt. He continues:
PUMA got that right…hooking up with a legendary Jamaican. She’s a great designer but also carries on the spirit of our nation through the legacy of the Marley family. It’s going to be inspirational to run in London with that energy surrounding me.(Bolt)
PUMA’s Olympic wear will be accompanied by a lifestyle collection of apparel, footwear and accessories which will be available at PUMA retail stores globally in June 2012. ’We’ll go through a rigorous process of material selection and design to ensure the performance singlets, in particular, meet the needs of Jamaica’s world-class athletes,’ continued Marley. They have to fit and feel like a second skin.’
‘Cedella, the Marley family and their fun and laid back Jamaican nature are a perfect fit for the PUMA brand”, said Franz Koch, CEO of PUMA.’
Cedella’s vibrant style and unique design will bring an authenticity to the Olympic PUMA collection for the entire world to see in London 2012, boosting the visibility of our brand significantly. (Koch)