Simone Bellotti continues to delve into the archives. The creative director just pulled out one of the brand’s most significant collaborations, and sneakerheads who know their history should be excited. The Puma King Avanti returns this week, marking the revival of a partnership that essentially invented what we now call luxury sneakers.
Jil Sander and Puma first teamed up in 1998, creating something the industry had never seen before. A high-fashion house working with a performance sportswear brand was radical then. Now, it happens constantly, but Jil Sander got there first. The King Avanti helped establish the blueprint for how fashion and athletic brands could collaborate without losing their identities.
The reissued sneakers will be available Tuesday at 80 Jil Sander locations worldwide and on the brand’s website. The navy leather version, which stays true to the original vision while feeling completely wearable today, will cost you 480 euros. The design pulls from classic soccer cleats but strips away anything unnecessary. Clean lines define the silhouette. The tongue features Puma branding, and golden foil stamping brings the Jil Sander logo to the side panels.
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These won’t stick around forever. Jil Sander positioned this release as a limited run, though sources confirm another drop is scheduled for March. This second release suggests that the brand sees long-term potential in reviving its relationship with Puma.
The original collaboration wasn’t limited to one sneaker, either. Throughout the early 2000s, both companies released multiple styles referencing different sports beyond soccer. Some featured slim soles years before minimalist footwear became popular. Others nodded to cycling and wrestling. In hindsight, these designs anticipated trends that wouldn’t become mainstream for another decade.
During a 2023 WWD interview, Heiko Desens, Puma’s vice president of creative direction and innovation, discussed the original Jil Sander collaboration. He called the collaboration a game changer for Puma and expressed his hope that it would return. Desens noted that young people, not even alive during the initial launch, kept asking about those sneakers. That kind of lasting interest doesn’t happen often.
Bellotti’s decision to bring back the Puma King Avanti aligns perfectly with his vision for Jil Sander. Since becoming creative director, he has focused on reconnecting the brand with its roots. His debut collection was presented during Milan Fashion Week last month, and the presentation location alone made a statement. Bellotti held the show at Jil Sander’s headquarters for the first time since 2017.
Before the Milan presentation, Bellotti released a moody video shot in Hamburg. The label was founded there in 1968 by Heidemarie Jiline “Jil” Sander. Everything Bellotti does seems calculated to honor that legacy while moving forward.
The timing makes sense, too. Sneaker culture continues to grow, as does appreciation for designs with a real history. Young collectors want shoes that have meaning beyond hype. The Puma King Avanti has legitimate credentials. It launched an entire category of footwear that influences how millions of people dress today.
The collaboration between Jil Sander and Puma reminds us how partnerships should work. In 1998, both brands brought their strengths to the table, creating something neither could have achieved alone. That same philosophy appears to be guiding the relaunch.
Whether you remember the original King sneakers or are discovering them for the first time, this reissue deserves attention. The fashion industry loves to talk about heritage, but few brands deliver it with this level of authenticity. Bellotti and his team aren’t just raiding the archives for easy wins. They’re thoughtfully rebuilding a meaningful legacy.
The King Avanti drops Tuesday. If the navy colorway works for your collection, don’t hesitate. “Limited” means just that, and good sneakers with this much history won’t be around for long.
