13/06/2026
Smiley & cult streetwear brand Chinatown Market launch new collaboration at PUMA pop-up during NBA draft LONDON – Smiley is excited to announce a special collaboration with Chinatown Market, the streetwear brand of the moment, featuring graphic inspired Smiley x Chinatown Market T-shirts, trendy packable sling bags and a Smiley basketball, previewed at PUMA’s exclusive basketball pop-up event during this season’s NBA draft in New York City. “Smiley is a global lifestyle brand admired by many and the Puma USA team are pros at spotting the coolest streetwear trends. They’ve tapped into the cult following that the Smiley x Chinatown Market is getting at the moment,” said Nicolas Loufrani, founder and CEO of The Smiley Company. “The Smiley Chinatown Market co-branded streetwear collection explores the idea of contrasting cheeky graphics while paying tribute to the authenticity of Smiley’s brand DNA and sharing cool positive vibes.” The Smiley x Chinatown Market’s streetwear collection features playful graphics, keeping the entire line accessible and simple. This is just the first installment of the Smiley x Chinatown Market collaboration, expected more cool products to launch this fall. Chinatown Market have worked closely with Urban Outfitters to launch the coveted Smiley basketball, which was accompanied by a custom Smiley face basketball hoop designed by LA-based artist Victor Solomon, featured at the PUMA pop-up event during the NBA. The Smiley basketball is 29.5” diameter leather regulation-sized basketball, coated in vibrant yellow and adorned with the iconic Smiley face, available now for $59 USD at Urban Outfitters stores and online. ABOUT CHINATOWN MARKET The brand is inspired by New York’s Canal Street and the mash-up of culture and commerce in the heart of the Big Apple. Mike Cherman is the founder of the Los Angeles-based streetwear brand that has seen exponential growth over the past year. Collections partner with well-known brands and their iconic logos. From Disney to Chiquita Brands International to Proctor & Gamble (Tide), Chinatown Market takes notable icons and twists them to reflect on current culture, adding hilarious irony to each piece. After leaving his company ICNY, Cherman moved from New York to the westcoast two years ago and since, Chinatown Market has expanded into global projects and has become a cult brand among up-and-coming trendsetters in the US and beyond. ABOUT SMILEY For over 45 years, The Smiley Company has shaped the way we share happiness and express ourselves through iconic products found all over the world. Smiley is a truly unlimited and unique brand that has influenced musical generations, social movements, popular culture and the pursuit of happiness. Now four decades later, Smiley has become more than just an icon, a brand and a lifestyle: it is now a spirit and a philosophy, reminding people just how powerful a smile can be. SMILEY ON SOCIAL Instagram (@smiley): https://www.instagram.com/smiley Facebook: https://www.facebook.com/Smiley Twitter: https://twitter.com/SmileyOriginal Youtube: https://www.youtube.com/user/SmileyCompanyvideoS Pinterest: https://www.pinterest.co.uk/smileybrand CHINATOWN MARKET @chinatownmarket https://thechinatownmarket.com/ PUMA BASKETBALL @pumahoops https://eu.puma.com HASHTAGS #Smiley #SmileyWorld #SmileyTheOriginal #ChinatownmarketxSmiley #Smileyemoji