🇩🇰 Du finder den danske version af denne artikel her.

Copenhagen-based SAYSKY has firmly established itself on the global stage, now stocked in over 90 stores across Japan, with an even larger presence in Germany and the UK.

The brand is launching its second global collaboration with PUMA – a rare achievement for a Danish company.

We spoke with Lars C. Pedersen, founding CEO of SAYSKY, about the reception of the collection during Chicago’s marathon weekend, and what this partnership means for the brand’s international ambitions.

Lars C. Pedersen, founding CEO at SAYSKY

Lars, how was Chicago during marathon weekend?

“Insane. 54,000 runners, families, brands everywhere – a city alive with running culture. We kicked off the marketing build-up for Puma x SAYSKY – Drop 2 with a social run that brought out 150 runners.

We started and ended at the legendary Chicago Burger Diner, Billy Goat, to create the energy we love ourselves – authentic and down-to-earth, filled with chatter, laughter, and high-fives. I ran the iconic marathon myself and set a personal best of 2:44 – for me, it was an unforgettable weekend, fully approved in every way.”

You’ve just launched another collaboration with PUMA. What reactions have you received?

“Overwhelming. Our community responded with an outpouring of ‘fire’ emojis and countless ‘finally!’ comments on Instagram. Several athletes and personalities ran in the collection during the marathon, and seeing people take to Chicago’s streets in our race kit was, and will always be, incredible.

I’ll never quite get over the fact that people choose clothing we’ve created when they’re performing at their absolute best. To have that kind of trust is always special – but SAYSKY really is the very best of the best.”

What does it mean for SAYSKY to land another global collaboration?

“It’s a strong mark of quality. For a brand of Puma’s scale to recognize that we have something they can work with is, of course, very satisfying.

It confirmed that our first collaboration delivered – and the feedback that a second edition is now coming proves that the combination of Puma’s reach and SAYSKY’s DNA works.”

Can you feel that this collaboration is opening more international doors?

“We can definitely feel the extra marketing muscle: more international doors are opening, more athletes are noticing us, and we’re getting more global shelf space – all without compromising our own voice.

2025 will be another strong year for SAYSKY – we haven’t arrived here by chance, and it’s exciting to see how my team continues to deliver at a high level.”

What does the collection consist of?

“The collection actually includes 29 styles, all built from the ground up. Three shoe models for men and three for women. The apparel ranges from race silhouettes to training silhouettes, as well as ‘off-court’ styles. Together, we’ve created a striking all-over print that beautifully blends leaves, origami, and camo. We’ve also incorporated hand-drawn graphic elements, like Puma’s cat and the magical star – these anchor the design while taking our expression, in my handwriting, one step further in a SAYSKY-authentic way. It’s very personal when something comes directly from my hand, so it’s rewarding to see it received so well.”

Do you have a favourite item?

“Two, actually. A long coach/travel parka, which is unusual for a running brand – but for us, running culture extends beyond training. Running doesn’t stop at the track. The parka is 24/7/365 and part of many people’s identities.

The theme of this collection is precisely ‘more than a race’ – SAYSKY is more than just running, which is why I’m particularly proud to have this iconic jacket.
The second favourite is the Fast-R 3 race shoe. It features the signature all-over print and is currently considered by enthusiasts to be one of the fastest running shoes in the world, which makes it a standout. That shoe deserves to be in glass and frame.”

Why does the PUMA x SAYSKY collaboration make sense – again?

“Because we each bring something genuine: Puma’s global power and our Scandinavian purity, attitude, and love for running. Together, we create products that push boundaries – products you can run fast in, train hard in, and live in. Performance and style are combined in a unique way and sent out across the globe.”

Organic growth has taken SAYSKY from Copenhagen to the world.

Read our in-depth interview with Lars C. Pedersen, founding CEO, about his journey and ambitions for SAYSKY.

Read more here.

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers! We send out updates once a week.