Hummer's "urban vitality" promotes the wave of sports luxury

German sports giant Hummer has recently launched a new series of “urban vitality”. The overall texture is more emphasis on the luxury line. The first products include accessories, travel accessories and luggage. The “City Vibrance” series was first listed in London and sold exclusively for a period of time until the series will launch large-scale sales activities around the world in July. Major sales venues will include department stores, furniture stores, and music boutiques.

The "urban vitality" series is different from the general sense of the mainstream sports equipment products of the Hummer. The prices are higher and the styles are more fashionable. The company also plans to continue to expand in this direction. The behavior of Hummer has reminded the industry of April's $7 billion acquisition of Hummer. Once the sports giants and the luxury giants join forces, they will set off a new wave of sports luxury. The advent of the "urban vitality" series is a signal before this wave arrives.

The "City Vitality" series covers 10 major product areas, including shoulder bags, wallets, lunch boxes, briefcases, travel bags, etc. Prices range from £17 for lunch boxes and one hand bag costs £240.

From the design point of view, the "urban vitality" series also reveals the desire to further pursue the luxury style and enhance the sense of fashion. The travel luggage components are made of precious rosewood, which is enough to become a symbolic feature. In addition, some accessories learn from it. The appearance and material of the seats in the collection of the 1960s featured a trademark image of the Hummer, which was immediately recognizable to consumers.

Nina Wolfe, head of Puma's accessories division, said: "Puma has ample confidence in the rapidly occupying market of luxury products."