PUMA Introduces The All-New Tsugi Shinsei

Global sports brand PUMA is elevating it’s sports-inspired streetwear game to the next level with the latest silhouettes debuting throughout 2017 under their Run The Streets campaign.

Taking design cues from their performance heritage, PUMA introduce contemporary styles, amped up with new technologies and a street-ready look for those whose hustle never stops.

At the forefront is the all-new TSUGI silhouette with sensibilities and functionalities of Japanese design. ‘TSUGI,’ which translates to ‘NEXT’ in Japanese, incarnates the fusion of modernity, technology and traditions, bringing a new wave of aesthetic to progressive streetwear. With TSUGI, PUMA brings their successful track record of running footwear design together with their long-standing commitment of pushing the boundaries of innovation. This is the foundation for the creation of TSUGI and defines the future direction of the brand.

PUMA injected their most innovative running cushioning technology, the IGNITE FOAM, into the new TSUGI range. Strategically placed under the foot-bed, IGNITE offers ideal flexibility in the forefoot and cushioning in the heel for comfort. What gave runners the optimal rebound and comfort can now be enjoyed by sneakerheads on the streets looking for the latest high tech streetwear solution.

First to drop from the range is the TSUGI SHINSEI. ‘SHINSEI,’ which in Japanese translates to ‘REBORN’, takes this progressive philosophy a step further with a unique lacing concept for a progressive look and extra comfort. By pulling the lacing along the lateral and medial side of the foot, the wearer is assured of the most comfortable and snug fit.

The TSUGI SHINSEI also features a sock construction, nylon padded tongue and textile vamp for an ultra-snug fit. More than its functionality, it boasts of a minimal, contemporary style which is visually appealing and unique to the market.