SHAPELUXE is designed to move with you for unrestricted movement, no matter your physical ability, body shape or identity, and is made for women who reject the “one-size-fits-all” narrative, encouraging you to be your authentic self.

The form-fitting pieces are built for a second-skin feel, using PUMA’s innovative LYCRA® ADAPTIV materials to seamlessly support your body. The new LYCRA® ADAPTIV fiber is engineered to deliver sculpting and support whilst being stretchy, breathable and comfortable.

To bring the collection to life this International Women’s Day, PUMA will share the inspiring story of its own employees and the wider PUMA fam from across the globe, each sharing how they found confidence through the power of movement. 

To find out more about their stories, follow @pumatraining on Instagram.

The latest collection spans the scope of ‘being’ with a campaign featuring hyper-relevant Japanese rapper, Tohji, slipping between the physical, meta, microcosmic and back during a moment of awakening. Shot on location in Tokyo and Koke no Mori 
(“The Moss Forest”), Tohji’s epiphany is captured by Idan Barazani, with beautiful CGI environments by visual artist Matea Friend and an elating soundtrack by Low Jack.

In a joint pursuit of synthesized enlightenment, PUMA and P.A.M. have once again curated a set of adaptable, unisex designs featuring cryptic graphics and omnipotent logos, which appear across a range of outdoor-ready apparel, footwear, and accessories. Select items feature individual snow-wash treatments, creating a characteristic one-of-one look. The latest collection was also created with mushroom leather and recycled cotton, polyester, and nylon.

Evoking PUMA’s iconic T7 tracksuit, the PUMA x P.A.M. Track Pants and Track Top are a matching set featuring asymmetrical contoured color blocking. The collection is also highlighted by trail-inspired garments like the reversible Padded Vest featuring water-repellent properties, and the Legionnaires Cap featuring a removable neck shade. Essential and easy to wear silhouettes are included in the form of Graphic T-Shirts and Graphic Hoodies, featuring special graphics created by PUMA and P.A.M. For accessories, the functional Backpack and Bottle Bag Set are ready for the rigors of your next trip.

The collection’s footwear includes special-edition makeups of the PUMA Suede and Velophasis. The Suede is reworked with a protective mudguard on the toe, suede upper, rope laces, and a co-branded PUMA x P.A.M. badge on the tongue. The Velophasis is reworked in mushroom leather with earthy sand and nut-brown tones, vibrant orange color pops, and a co-branded panel on the heel.

PAM/PUMA BIO/VERSE SS24 is available starting January 20, 2024, from PUMA flagship stores, PUMA.com, P.A.M. stores, PERKSANDMINI.com, and select stockists. 

Now, PUMA elevates the Easy Rider with a new premium construction in “Glacial Gray” and “Dewdrop” colorways. Arriving in the form of the Easy Rider Vintage, the reconsidered retro runner remains faithful to the original, establishing a generational link through iconic design.

The accompanying campaign celebrates the importance of family ties in its many forms. Consisting of diverse family portraiture, the campaign’s intimate vignettes explore the importance of family and childhood. Reveling in the calmness of everyday moments, the imagery’s locations and styling add unexpected and unique twists.

An homage to the family home, part one of the campaign is a tale of history and heirlooms, with more to come from PUMA and the Easy Rider franchise in 2024.

The first drop of the PUMA Easy Rider Vintage in “Glacial Gray” will be available in limited quantities starting January 13, 2024, from selected retailers such as Bodega, Atmos, and Sneakersnstuff. The second colorway will be released later this year.