PUMA® CREATIVE AND THE RUBELL FAMILY COLLECTION LAUNCH THE REALITY BAG NO.2
January 2009

Cape Town, South Africa - PUMA® are renowned for pioneering creative partnerships and have teamed up with the Rubell Family Collection to introduce the Reality Bag No. 2 in a limited edition for autumn winter 2009.

The Reality Bag No. 2 is part of the new PUMA venture Reality Series, a series of collaborations with renowned contemporary artists involving the development of limited edition products, respectively integrated into existing product lines.  It follows the success of the original Reality Bag, launched for autumn winter 2008, which was curated by the famous Serpentine Gallery and designed by renowned artist John Armleder

Partnering with one of the world's leading collections for contemporary art, and working with initiators Mera and Don Rubell, PUMA continues its efforts to support creative talent. PUMA have chosen to donate a total of $ 100 from sales of the Reality Bag No. 2 to the Contemporary Arts Foundation, an education programme that is an integral part of the collections long-standing commitment to prompt social interaction & debate.

The Reality Bag No. 2 is an exciting new product, which has been adapted from the PUMA Urban Mobility Steel Cargo Shopper that launched last season and is a chic yet functional bag for today's style-conscious consumer. The Reality Bag No. 2 is designed to open a new world of possibilities through a clever use of innovative materials, patterns and design detail.

To develop the concept of this original accessory, PUMA has once more invited artist John Armleder to create its look and feel. John furthermore developed the concept of content and invited the artists featured in the Rubell Family Collection Exhibition "30 Americans" to contribute to the content of the bag - Artists featured in the exhibition have contributed to the Reality Bag notepad, map and crayon box as well as other special features. Here John plays with the idea of the bag as a portable gallery.

"30 Americans" is a show featuring the work of 30 Contemporary African-American artists. PUMA is the main sponsor of this original exhibition and the Reality Bag No. 2 has been specially developed to celebrate this first-time partnership.

The concept of merging art and functionality within an every-day vessel is the combined creativity of leading artists, the Rubell Family Collection and PUMA.  The result is a truly individual work of art.

The Reality Bag No. 2 will go into select stores and galleries worldwide in May 2009 and will be previewed at the REALITY SPACE at the Rubell Family Collection. Private previews will be available at the PUMA Black Stores New York, Tokyo and Hong Kong from April 2009.

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