PUMA and The Whitaker Group have expanded their partnership with the debut of CODA, a multi-season platform focused on cultural inheritance and creative progression.
The initiative treats product as an entry point into broader discussions on how ideas and movements pass between generations and evolve.
CODA draws its name from the final section of a musical piece, reframing it as a transitional space between endings and new beginnings. A teaser film introduces the project, which will feature creators and artists across future seasons through footwear, apparel, storytelling and collaborations.
James Whitner, founder of The Whitaker Group, said legacy represents a responsibility rather than a destination. He added that what people inherit forms only part of the story, with the real challenge lying in what they build from it.
Tara McRae, president of PUMA North America, described the platform as a way to reinvest in communities shaping sport and street culture.
