PUMA draws in the talents of designer David Obadia on a new two-piece sneaker capsule that highlights some of the label's most iconic silhouettes -- the 'RS-1' and the 'Crack.' This contributes to the sportswear label's 'Co.Creative' project that revives vintage sneaker designs. It works alongside a series of designers, creative directors, influencers, and more to bring life to the series.
The capsule by Obadia features two colorway options of each sneaker, centering in on the material make up of shoes. The overarching theme is a sense of retro aesthetics, translated through the campaign that features nostalgic elements. Notably, the Crack sneaker was originally launched in 1968 during the Summer Olympics in Mexico when it was worn by athlete Tommie Smith. The capsule is set to launch on February 9th, followed by a wider launch on February 12th.
What Makes This Trend Stand Out
- Vintage Sneaker Revival
- The collaboration between PUMA and David Obadia represents a trend of bringing back vintage sneaker designs to appeal to nostalgic consumers.
- Retro Aesthetics
- The use of nostalgic elements and a sense of retro aesthetics in the sneaker capsule taps into the trend of customers seeking out vintage-inspired fashion.
- Co.creative Partnerships
- PUMA's 'Co.Creative' project, which involves collaborations with designers and influencers, exemplifies the trend of brands partnering with creative individuals to bring fresh perspectives to their products.
Sectors Adopting This
- Sports Apparel
- The collaboration and revival of vintage sneaker designs by PUMA and David Obadia is relevant to the sports apparel industry as it taps into the athleisure trend.
- Fashion Retail
- The incorporation of retro aesthetics and nostalgic elements in the sneaker capsule presents an opportunity for the fashion retail industry to cater to consumers' increasing interest in vintage-inspired fashion.
- Footwear Manufacturing
- The release of the sneaker capsule by PUMA and David Obadia highlights an innovative opportunity for footwear manufacturers to reintroduce and reimagine classic and iconic designs.
