PUMA taps emotional appeal with Harry Potter collaboration

PUMA and Warner Bros. Discovery Global Consumer Products has brought the magical world of the Harry Potter franchise to life with a limited-edition collection. Inspired by PUMA’s sports heritage and driven by consumer-led design, the partnership comprises apparel, footwear, and accessories that are designed around two of Hogwarts’ iconic houses, Gryffindor and Slytherin.

Featuring richly detailed designs that take cues from the Hogwarts Quidditch pitch, the collection features tracksuits, jerseys, hoodies, t-shirts and two reimagined PUMA Palermo drops that include tasteful accents such as the Golden Snitch and Hogwarts house-inspired crests.

“With Harry Potter, we’re not just selling products — we’re connecting with a story people love,” said Jonathan Bannister, Head of Marketing GCC at PUMA Middle East.

He explained that brand collaborations such as this aim to resonate with consumers in a way that increases brand value and brand perception.

“When you blend that magic with PUMA’s sport heritage, it creates something that feels personal. That emotional pull builds stronger brand love and gives our audience something truly unique,” he said.

The global recognition of the Harry Potter franchise inspired the collection. Bannister said, “Harry Potter is huge globally, and we saw strong fan energy in the Middle East.” He also explained that PUMA took on the collaboration to allow consumers to express their identity through their style.

“The Hogwarts houses gave us a perfect way to tie identity into fashion, and that idea of self-expression really clicked with what our consumers are looking for,” he explained.

In terms of the feedback to the collection from consumers in the region, Bannister said PUMA stores in the Middle East “benefited greatly by the unisex capsule release which was reflected in the overall sales performance of the product range.”

According to him, the success of the collaboration boils down to integral detailing that brought to life the ‘Hogwarts persona’.

For witches, wizards, and Muggles alike, the PUMA x Harry Potter is available on the PUMA website, flagship stores and selected PUMA retailers.