PUMA designers brought feasibility, functionality, and reality to an AI-made concept built on performance models from the PUMA archive. With the Inhale as the archival observation, AI as artificial interpretation, and lastly the designer for human refinement, the Inverse was born.

Rebellious at its core with a progressive edge, the Inverse’s design is rooted in PUMA’s heritage but breaks new ground with features like a midsole cage and ProFoam cushioning. The silhouette makes its debut with a red mesh upper, complemented by dark amethyst and black accents.

Describing the process, Lead Product Line Manager at PUMA, Scottie Gurwitz revealed, “Inverse is a deep dive into a new design mindset. Our goal was to bridge the human experience with experimental technology. AI doesn’t abide by the same rules as human designers, and that can help us see things in new ways and be a good experimental tool for us as we move through the design process.”

PUMA’s Global VP of Creative Direction and Innovation Heiko Desens added, “In our design process, AI is very new in terms of our creative exploration and in terms of communicating ideas. At first there was a feeling of uncertainty about the impact of it to our community, but the fascination and new possibilities have taken over. I am stunned by the granular level of the output, and as creatives, we have a new precision tool to level up our design work”.

The creative campaign also employs the use of AI, supported by 3D and generative AI specialist Leilanni Todd of Floam World who depicts the innovative Inverse inside a world of elevated product imagery.

The PUMA Inverse launches on December 7, 2024, from PUMA.com, PUMA flagship stores, and selected retailers.