Featuring Newest Creative Collaborator, The Weeknd
Dubai, UAE, March 6, 2017: For Spring-Summer ‘17, Global Sports Brand PUMA elevates the game with the Run The Streets campaign. Blurring the lines between performance and style, PUMA’s new Sportstyle platform introduces street-ready and technically progressive products for those who aspire to own their looks, their city and the moment.
Headlining the campaign is PUMA’s newest creative collaborator, Grammy-winning artist, lyrical genius, and style icon Abel Tesfaye a.k.a. The Weeknd. Growing up in Toronto, the city has long-been his source of inspiration, and his hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign. His laidback, streetwise style and swagger is the epitome of Run The Streets. The campaign, which was shot in LA and Toronto by photographer Mark Seliger, will be seen in PUMA stores and digital channels worldwide starting this month.
With ‘Run The Streets’, PUMA creates a campaign platform for true individuals seeking streetwear that stands out and performs. These individuals are the boldest on their block, live life at full speed, and always infuse every move with attitude.
PUMA understand the need for versatility, adaptability and innovation within street style. Sport and technology combine to create running-inspired products, driven by design functionality. With a long history of pushing the limits of design through innovative thinking, PUMA keeps true to their DNA, constantly finding new ways to bring performance innovation to sport and the street.
This collection offers a head–to-toe look that is fluent in attitude and fully prepared for whatever comes its way. Youthful and fresh, the product offering features materials adaptable for all environments.
PUMA didn’t pull any stops when it came to the footwear featured in the range. First released in July, IGNITE evoKNIT effortlessly combines PUMA’s innovative running technology with disruptive streetwear design. The all-new evoKNIT technology comes with a fully knitted upper for a form-fitting comfort, stretch and breathability, plus a branded, collared sleeve along the ankle for full support and a street-ready look. The upper also features a supporting strap that allows stability within the heel to lock it onto the platform of the shoe. The midsole features IGNITE Foam, PUMA’s proprietary material with exceptionally responsive, energy-returning qualities. This month sees new colorways of the revolutionary sneaker in White, Burnt Olive-Forrest Night and Quiet Shade Quarry (Grey).
Furthering the Run The Streets attitude is yet another progressive sneaker that’s newly introduced this season. Fusing highly technical running features with the design mentality and attitude of modern streetwear, the IGNITE Limitless is PUMA's next level running shoe for those whose hustle never stops. With its street-inspired design combined with running-approved comfort of the responsive IGNITE midsole, the IGNITE Limitless is tailored for those who run the streets and are always on the go. Luxe detailing, bold branding and aggressive dimensions make this style a true game-changer. Having been teased in The Weeknd’s Starboy video, this month sees the limited release of the Hi Tech and Extreme Hi Tech in Black colorway with a wider release in February 2017 with the Core men and women’s pack
The apparel range suit those active individuals who take their wardrobe and their workouts seriously. Multipurpose and versatile, featuring slick design details, intelligent design hues and technical material mixes. Key apparel styles include the evoKNIT Image Tee with an all-over geometric pattern and seamless designs for everyday comfort; the progressive evoKNIT Image Tight, with ultra-lightweight 3D knit and a subtle all-over geometric design for a smooth second-skin feel for enhanced freedom of movement; the Evo LAB Jackpack, easy to pack away with a handy external bag and has windCELL technology for breathable protection against wind chill and helps maintain body temperature during exercise or nights in the town; and the Evo Image Bermuda, protective and lightweight running-inspired shorts.
Check out the collection featured in the Run The Streets campaign on PUMA.com. PUMA stores and in selected retailers globally starting November.