Get ready to run the streets in the latest performance meets streetwear design by PUMA – the Puma Tsugi Shinsei. The Tsugi embodies the new wave of sports style, re-imagining heritage trainers to create a fresh, progressive style for those whose hustle never stops.
Puma, in collaboration with hit music-maker The Weeknd, has pushed the boundaries of trainer design yet again. Reaching back to the archives for inspiration, they’ve amped up classic trainer designs with contemporary details and technology to create the Puma Tsugi Shinsei. ‘TSUGI’ is the Japanese word for ‘NEXT’, and represents the trainer’s fusion of modernity, technology and tradition. ‘SHINSEI’ translates to ‘REBORN’, and is meant to amplify the progressive philosophy behind the design.
The Tsugi leaves old-school lacing behind, replacing them with unique side laces for a progressive look and comfortable fit. The Puma Tsugi also sports a sock-like construction, padded tongue and textile vamp for an ultra-snug fit. In addition to its functionality, the Tsugi boasts a minimal, contemporary style that’s fashion-forward and one-of-a-kind.
PUMA has also included one of their latest cushioning technology, Ignite Foam, into the new trainer style. First debuting in the Ignite trainer range, Ignite foam pairs incredible flexibility in the forefoot with plush cushioning in the heel for unbeatable all-day. This innovative feature was most recently showcased in the PUMA Ignite evoKNIT, unveiled last year by The Weeknd:
In addition to being an Academy award nominated, Grammy-winning artist and style icon, The Weeknd has partnered with PUMA as a new Global Brand ambassador. As well as showcasing the new Tsugi Shinsei as part of PUMA’s Run The Streets Campaign, The Weeknd will also be joining the likes of Rihanna (Fenty x PUMA) as a creative collaborator. He’ll be bringing his style lens to upcoming PUMA collections. To say we cannot wait is an understatement!!
With ‘Run The Streets’, PUMA creates a campaign platform for street savvy product that’s infused with technology. The campaign speaks to true individuals who own their looks and the moment. The Weeknd embodies this attitude.” – PUMA
Can’t get enough of the Starboy? Check out this video of him kicking off PUMA’s Run the Streets campaign:
His laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, ‘Run The Streets’” – PUMA