Puma pops up in five Chinese cities
Sporting goods brand Puma, headquartered in Germany, has opened the doors to five beach club-style pop-up boutiques in Beijing, Wanning, Shanghai, Chongqing and Guangzhou as part of a summertime tie-up with Chinese coffee chain M Stand.
Founded in Shanghai back in 2017, M Stand raised $77.3 million during a Series B financing round led by Qicheng Capital and Black Ant Capital last July. It is particularly well-known for serving coffee out of fresh coconuts and edible oat cookie cups.
The partnership with Puma also involves a one-off themed beverage called Sail to the Bay, containing coconut, lemon and espresso as key ingredients. The drink will be available across the M Stand retail network, which currently includes more than 150 domestic stores.
From Puma's side, visitors to each pop-up, the majority of which will remain open until July 24, will be able to browse and purchase items from its premium-priced MMQ (Macht’s Mit Qualität or “made with quality”) line, first released in 2021.
Chinese drinks brand HeyTea similarly partnered Japanese creative Hiroshi Fujiwara on a collection of branded mug and water bottle merchandise this past April. The range reportedly sold out within minutes.
Image via Weibo.
