A Vida: The Lifestyle of Ayrton Senna. When not blazing through the circuits, Senna found solace in the serene coastal town of Angra dos Reis, a lush paradise on the edge of the Atlantic Ocean and the cherished retreat of the Senna family. A Vida offers a window into Senna’s life off the track, highlighting his connection with nature, his mindfulness, and his love for sports in a relaxed, casual setting.

Key pieces in the A Vida collection features an old-school jacket paired with track pants, reflecting Senna’s laid-back yet always athletic approach to life. It also include a crewneck sweatshirt with subtle embroidery, as well as a graphic tee with a striking Senna-inspired design on the back. 

The A Vida collection is inspired by the man who found joy in both sport and simplicity, and celebrates the legendary driver’s conscious and balanced lifestyle. A collection that captures Senna’s enduring legacy beyond racing.

Designed for gals and ghouls of all ages, this limited-edition collection brings together PUMA’s heritage of iconic sports footwear with everyone’s favorite spirit, Casper the Friendly Ghost. Just in time for Halloween, the partnership centers around a haunted take on the classic PUMA Suede.

Special details make the PUMA x Casper the Friendly Ghost Suede ready for trick-or-treat season. Starting with a ghost-hued Suede covering the upper, the collaboration features glow-in-the-dark accents on the laces, outsole, and upper, in combination with a lenticular tongue label, and an all-over print on the sock liner. The collaboration comes with special slogans throughout, reading “No Such Thing as Ghosts?” and “It’s Getting Freaky In Here.” Finally, custom packaging is included in the form of a Casper-themed shoebox and tissue paper.

The PUMA x Casper the Friendly Ghost Suede will be available just in time for Halloween starting October 25, 2024, at PUMA.com, PUMA flagship stores, and select PUMA retailers.

This tech-luxe range fuses Skepta’s distinct style and cultural influence with PUMA’s sportswear archive. Designed for the outdoors, through Skepta’s unique lens, the latest collection features stealthy Pertex-equipped outerwear, accessories, and a fresh mid-top version of the Skope Forever sneaker.

The Skope Forever Mid showcases outdoor-inspired details, including a leather upper, rope laces, and hiking-inspired lace stays. This iteration builds on the original Skope Forever sneaker, which debuted in May 2024, bringing early-2000s design into the present with a modern edge.

The Pertex Puffer and Pertex Vest offer zipped storage and feature the collection’s exclusive PUMA x Skepta badge. The Knitted Scuba Longsleeve, crafted with advanced 3D-knitting techniques, serves as a technical mid-layer, while the Graphic T-Shirt completes the apparel lineup with a uniform-inspired aesthetic.

Completed with black-out accessories like the PUMA x Skepta Grip Bag as well as the adjustable 5-Panel Cap and Boonie Hat.

Set against the dramatic backdrop of a rock formation, the campaign puts the Skope Forever Mid and the outdoor collection to the test.

The latest PUMA x Skepta collection drops on November 2, 2024, and will be available on PUMA.co.uk, at the PUMA Store on Carnaby Street and from select PUMA retailers. 

Yesterday, Rihanna held a press conference in Los Angeles, announcing her new FENTY x PUMA Avanti sneakers. Rather than a crowd of traditional press, she only accepted questions from kids. Inspired by football, Rihanna redefines what a “Soccer Mom” really means - fashionable, sporty-chic and comfortable. The new colorways of the FENTY x PUMA Avantis are available now at PUMA.com.

Get ready for a sneaker takeover! LaMelo is hitting the road to introduce his latest signature sneaker with PUMA on a high-energy North American tour, kicking off in Charlotte, the heart of Melo-mania, and making stops in Atlanta, Miami, and culminating in a grand finale in New York City. It's more than just the reveal of the MB.04, it's a celebration of LaMelo's meteoric rise and the undeniable impact he's made on the game.

The newest MB.04 design integrates LaMelo Ball’s personal branding, including the Phoenix logo and “1 1 1” motifs, creating a fierce and eye-catching appearance. This shoe seamlessly combines style and performance, making it a top choice for both basketball enthusiasts and fashion-forward individuals.

“The details and Easter eggs sprinkled throughout the shoe are my favorite attributes. It was a big design challenge to make a shoe that couldn’t be mirrored left to right and still make it look cohesive,” says Jeremy Salle Head of Design for PUMA Hoops. “The inspiration was based around this idea of ‘Be Melo’. The kids love Melo and a lot of them want to be just like him. It’s basically the idea of symbiosis. The kid puts on the shoe, and they are enveloped by all of Melo’s attributes, rarities and One-of-one-ness.”

Key performance features of the MB.04 silhouette include the 4D printing technology which allows zoned out durability and enhances the shoes breathability. Stylized TPU support in the forefoot have been incorporated for added stability throughout the silhouette. Each shoe includes a distinctive heel logo that connects to its colorway and story. Compression-molded EVA foam provides superior responsiveness and cushioning while maintaining a lightweight profile, an added benefit for hoopers. Engineered mesh upper, for added comfort, and a Melo-fied external heel cap have been included for a signature touch.

But the excitement doesn't stop there. To complement the on-court dominance of the MB.04, PUMA and LaMelo are also dropping a mind-blowing new colorway of the LaFrancé 1:1. This isn't just a sneaker; it's a statement. Dipped in an eye-popping all-over baby blue hue, the LaFrancé 1:1 embodies LaMelo's one-of-a-kind style with exaggerated lines and Y2K-inspired details. 

Prepare to be blown away as LaMelo and PUMA redefine what it means to be a basketball icon and a fashion trailblazer. This Hoops launch includes a variety of apparel pieces to accompany the shoe collabs. Launching on September 12th, 2024, the PUMA MB.04 and LaFrance 1of1 will be retailing for $50- $125 and will be available at Foot Locker, Kids Foot Locker, Champs Sports, PUMA.com, the PUMA mobile app, and the PUMA NYC Flagship store.

Portland's on Scoot time now, as this latest signature shoe is nothing but shift, taking you from 0-60 in 0.0 seconds. With the Scoot Zeros II, you’ll be locked and loaded, ready to change speed or direction on any trail you choose to blaze. Featuring a variety of colorways, storylines, and collaborations throughout the 2024-2025 season, each iteration will celebrate Henderson's unique personality and playing style, both on and off the court.

Packed with cutting-edge technology, the Scoot Zeros II delivers exceptional traction, stability, and energy return. The PWRtape, TPU Proplate, and Nitro midsole provide optimal performance and comfort.

This Hoops launch includes a variety of apparel pieces to accompany the shoe collection. Stay tuned for upcoming release dates and information on the exciting collection of colorways to come this December.

This capsule of footwear, accessories, and apparel, elevated by Heliot Emil’s core ideologies of subverting and exploring the lines between form and function, reflects the Danish brand’s deep understanding of materials, fabrics, and aesthetics in a deceptively technical collection. Concealed functions are subtly veiled behind simple yet striking designs and monochrome colorways.

The Sympatex Jacket is a symphony of carefully considered components, crafted with a three-layer water-repellent membrane, bonded seams, and structural wire giving the jacket its unique frame. Refining one of the most classic menswear silhouettes, the collection’s articulated T-shirt is crafted from a technical fabric, featuring reflective logos and rubber bitmap badges. Adding further versatility to the range, the hybrid zip-off Pants employ reflective logos, and feature zipped pockets.

For accessories, the PUMA x Heliot Emil range is highlighted by a Cap, Gloves, and Backpack that continue the collection’s covert look.

The PUMA x Heliot Emil range concludes with the Fast-Trac NITRO 3 sneaker, which sees a bold makeover featuring a custom outsole tread, knitted upper, and wire-driven fit system. A bitmap pattern is codified on the slip-on upper, which is supported by a purpose-built sole unit featuring a bespoke grip pattern that evokes the epic Icelandic terrain that has inspired the technical aspects of the collection.

The PUMA x Heliot Emil collection is available starting October 26, 2024, on PUMA.com, PUMA flagship stores, and selected PUMA retailers.

Captured in the stunning and rugged landscapes of the Canary Islands, this exclusive collection reflects the natural energy and beauty of one of the most extreme environments on Earth. Pamela Reif’s vision with PUMA redefines athleisure, offering a selection of apparel designed to empower women during their workouts and everyday activities.

“Sometimes we all need a fresh start to tap into our own power. Give your workout a whole new vibe when you wear my brand-new collection. Feel confident and strong in form-fitting styles. Get ready to channel your inner strength.” says Pamela Reif.

The PUMA x Pamela Reif collection features form-fitting leggings, shorts, skorts, and versatile sports bras and tees. Crafted from supportive yet flexible materials, featuring PUMA technologies Cloudspun and Shapeluxe, each piece is designed to enhance performance while providing exceptional comfort and style. The vibrant color palette draws inspiration from the dramatic volcanic landscape, making each item as unique as the natural beauty it represents.

The collection is available now from the European PUMA online store and in all full-price PUMA stores across Europe. Pamela's community in China, United Arab Emirates & Saudi Arabia, India, North America, and the Ukraine can also access the brand-new collection.

With the third iteration of Deviate, PUMA is redefining speed in a way the running scene is yet to experience, empowering runners to unlock new personal bests. 

Embodying PUMA's relentless pursuit of excellence in performance footwear, Deviate provides runners with the confidence to hit the road, making every second count.

This new offering sees Deviate served up in two distinct models; Deviate NITRO™ 3 – a premium everyday hero – and Deviate NITRO™ Elite 3 – an elite raceday shoe that has already been making serious statements on the road.

Deviate NITRO™ 3

The Deviate NITRO™ 3 challenges runners to have the most successful training experience ever. It’s the everyday source of speed that runners can trust week after week, mile after mile.

The shoe is engineered with even more of PUMA’s cutting-edge NITROFOAM™ technology to deliver supreme cushion and responsiveness, elevating the legacy of its award-winning predecessor.

The carbon fibre PWR Plate offers a smoother and more consistent source of speed, resulting in an explosive toe-off that propels runners beyond their normal limits, whilst PUMA’s unrivalled PUMAGRIP enables multi-surface traction in even the most testing conditions. 

A lightweight engineered mesh upper features strategically placed PWR Tape to provide support in high stress areas, with a padded collar offering additional comfort and fit.

Sure to enhance the training experience for people around the globe, Deviate NITRO™ 3 continues to grow closer to its raceday counterpart.

Deviate NITRO™ 3 Specifications:

• Weight: 265g (UK8)
• Stack Height: 29mm – 39mm

Deviate NITRO™ Elite 3

Bringing the speed, Deviate NITRO™ Elite 3 is PUMA’s lightest ever raceday shoe, designed for runners on the PB pursuit.

Reserved for those who want to standout and make a statement, Deviate NITRO™ Elite 3 features more of PUMA’s innovative NITROFOAM™ Elite – the elite version of its advanced nitrogen-infused foam technology – that gives runners superior energy return, whilst an improved, stiffer carbon fibre PWR Plate increases propulsion and allows wearers to unlock maximum speed.

The mono-mesh upper enhances breathability and is reinforced with PWR Tape in prominent stress areas, underpinned by best-in-class PUMAGRIP that ensures multi-surface traction whatever the raceday conditions.

Weighing in at just 194g (UK8), Deviate NITRO™ Elite 3 is now one of the lightest raceday shoes on the market and is destined to propel you to your PB.

Deviate NITRO™ Elite 3 Specifications:

• Weight: 194g
• Stack Height: 32mm – 40mm

Commenting on the hotly anticipated double dose of Deviate, Romain Girard, VP Innovation at PUMA said: "We’re living in a world where athletes and runners have high expectations. They want to set PBs and break records, time and time again. To do that, you need a shoe that gives you the competitive edge – that’s where Deviate comes in. 

Our innovation team were relentless when testing this shoe in our labs, and that commitment, fire and passion translated to the roads when Fiona O’Keeffe made an incredible statement wearing the Deviate NITRO™ Elite 3 in her professional marathon debut.

We’re so excited to finally give runners across the globe the opportunity to feel that thrill, unlocking speed like never before.”

The Deviate NITRO™ Elite 3 prototype colourway – as worn by PUMA athletes Fiona O’Keeffe and Dakotah Lindwurm – will be released in limited numbers from June 17 on PUMA.com and selected retailers.

The Deviate NITRO™ 3 and Deviate NITRO™ Elite 3 Fireglow colourway will be released globally from July 1 on PUMA.com, in PUMA stores and selected retailers.

For more information, please visit www.puma.com