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Media-Inspired Chunky Sneakers

A$AP Twelvyy Joins PUMA to Launch the New RS-X Collaboration

— April 1, 2019 — Fashion
MTV played a major role in pioneering music television, bridging the way for music videos to soar decades ago -- A$AP Twelvyy and PUMA capture this moment through a sneaker design. PUMA and MTV collaboratively create a new iteration of the RS-X sneaker and encapsulates pop culture whilst doing so.

It boasts a dramatic upper with designs that are bold through construction and neon color palette. A$AP Twelvyy is a Bronx native and he takes his own route with showcasing the sporty yet bold design. The sneaker sees hits of bright teal and purple alongside white and black to ground the entire silhouette. The collaboration brings together two forces that dominate street culture, effortlessly exploring themes of both music and digital age, especially the progression of both areas.
Trend Themes
1. Chunky Sneaker Collaboration - The collaboration between PUMA and MTV showcases the trend of chunky sneakers in the fashion industry, offering disruptive innovation opportunities for other brands to collaborate with influential media platforms.
2. Pop Culture-inspired Designs - The bold construction and neon color palette of the RS-X sneaker represent a trend of incorporating pop culture influences into fashion, providing disruptive innovation opportunities for brands to create unique and eye-catching designs.
3. Exploring Music and Digital Age Themes - The collaboration between PUMA and MTV explores the trend of merging music and digital age themes, presenting disruptive innovation opportunities for brands to create products that bridge the gap between the two industries.
Industry Implications
1. Fashion Retail - The release of the RS-X sneaker collaboration highlights the fashion industry's incorporation of pop culture and media influences, creating disruptive innovation opportunities for retailers to tap into this trend and attract a wider consumer base.
2. Sports Apparel - The collaboration between PUMA and MTV in the RS-X sneaker design demonstrates the influence of street culture on sports apparel, presenting disruptive innovation opportunities for brands to create unique and trendy athletic footwear.
3. Entertainment and Media - The partnership between PUMA and MTV signifies the intersection of fashion and media, providing disruptive innovation opportunities for entertainment and media companies to collaborate with fashion brands and tap into the growing market of fashion-forward consumers.
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