Twenty-five years ago Puma became the first big sports brand to collaborate with a fashion house. Since then all of the big players have been collaborating with celebrities, sports stars and high fashion brands. Hannah Mullane speaks to Heiko Desens, the creative director at Puma about how these big collaborations work behind the scenes and what they mean for business, and fashion designer Alejandro Gómez Palomo explains how collaborating with a sports brand has elevated his business. Presenter/Producer: Hannah Mullane (Picture: Rihanna at the Puma fashion show. Credit: Getty Images)