PUMA Steps into Music and Nostalgia
PUMA has announced new partnerships that will see the global sports brand celebrate the evolution of music culture and honor video game nostalgia.
PUMA and MTV have inked a deal to launch a special-edition RS-X sneaker, a shoe inspired by the evolution of music in this digital age. The shoe will feature future-retro design elements, including a mesh and textile upper and leather overlays. The sneaker, which will debut in gray violet–charcoal gray colorway, is embossed with a textile heel piece and molded sockliner that includes RS PUMA branding.
PUMA and MTV previously collaborated for the PUMA YO MTV Raps range.
“We are thrilled to again partner with a brand that has successfully reinvented itself,” says Adam Petrick, global director, brand and marketing, PUMA. “Both brands, MTV and PUMA, have a longstanding history of pushing culture forward. Together, we have reinvented our ‘80s icon RS into another extreme style which embodies the mix of music and fashion.”
“MTV and PUMA have represented culture and street style for generations, and this collaboration seamlessly brings these two iconic brands together,” says Jose Castro, senior vice president, global collaborations and softlines, Viacom Nickelodeon Consumer Products. “PUMA’s RS-X sneaker is inspired by elements of music and the digital age and evokes MTV’s own evolution–it is an immediate collectible and a must-have for the nostalgia fashion fan.”
The PUMA x MTV capsule collection includes a new iteration of the RS-X Tracks sneaker. The collection features bold pops of neon, the RS-X Tracks MTV Gradient Blaze in PUMA white–sweet lavender and RS-X Tracks MTV Gradient Gloom in PUMA black–sweet lavender colorways. The collection will include a tee, tank, track top and shorts.
The PUMA x MTV collection drops globally on PUMA.com, at PUMA stores and at select retailers on Mach 14.
PUMA has also signed a deal with The Tetris Company that will see PUMA’s latest RS silhouette designed with elements from one of the most-recognized nostalgic video games, Tetris.
The RS (Running System) sneaker originally launched in 1986, two years after Russian game designer Alexey Pajitnov designed and program Tetris–making the collaboration an ideal match for lovers of nostalgia. The OG-inspired redesigned RS silhouette honors the past and embraces the future.
The PUMA x TETRIS RS iteration will be available October 2019.