The Whitaker Group is adding PUMA to its growing list of footwear partners through a new multi-season project called CODA. The platform will extend beyond product releases, bringing together footwear, apparel, live experiences, storytelling, and creative collaborations.

James Whitner’s retail group includes A Ma Maniére, Social Status, JAIDE, and APB, all of which have become closely tied to major sneaker collaborations. After launching the ongoing “Do Not Duplicate” series with adidas, the company is now widening that approach through its work with PUMA.

CODA will focus on people who take inherited ideas and push them in a different direction. Artists, designers, thinkers, creators, and cultural figures will help shape stories around sport, community, product, and personal expression.

The partnership is being presented as a continuing platform rather than a single capsule or isolated sneaker release. That format fits The Whitaker Group’s usual approach, where the story and cultural setting surrounding a project often play a major role in how the collection is introduced.

An official footwear and apparel lineup has not been revealed, but the first CODA lookbook shows a black plaid windbreaker, gold accessories, and unreleased PUMA footwear. A release date has yet to be announced.

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