Puma collaborates with Extra Butter for Puma Clyde "Kings of New York"

The latest iteration of the Puma Clyde is here. The global sports brand has collaborated with Lower East Side minimalist streetwear boutique Extra Butter to present the Puma Clyde "King of New York Pack." This drop is dedicated to the go-getters and hustlers of New York City who are considered kings of their own trade, including B-boys, graffiti artists, street ballers, musicians and style savants. Puma and Extra Butter wanted to do something that would bring together their histories in sports and influence in hip-hop culture.

The story of the PUMA Clyde began with Walt "Clyde" Frazier, who was considered a top basketball player. His quick hands on defense combined with his calm, cool, and collected demeanor paired with his smooth off-court style earned him the nickname "Clyde."

Extra Butter’s creative directors, Jason Faustino and Bernie Gross, who first met over a decade ago started out in New York City B-boy scene. Now, they head up on of the most successful sneaker stores in the East Coast.

The Puma x Extra Butter “Kings of New York” Clyde comes in two colorways – cabernet and peacoat. Limited pairs will be released at a launch party / b-boy exhibition battle at Le Poisson Rouge on July 8 from 6-10pm, featuring nationally ranked dancers from the UDEF Pro Breaking Tour and food by Sweet Chick.

The sneakers will be available on Puma.com and selected sneaker retailers beginning July 15.

2016 was a great year for Puma. Sales increased by 10 percent and gross profit margin was up by 188 points. This was in no light part due to their collaborations, and lines like Rihanna's Fenty Puma collection. As they continue an upward trend for 2017, Puma Clyde is another part of their business strategy that already looks poised for success.

photo: courtesy of Kult&Ace Millennial Consultancy