# Sporty Gilded Sneakers This Vashtie Puma Collaboration Makes Running Shoes Glamorous By Charlotte Joyce Kidd | Published 2015-08-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/vashtie-puma References: [kicksonfire](http://www.kicksonfire.com/2015/08/19/vashtie-x-puma-r698-gold-for-the-elite/) & [us.puma](http://us.puma.com/en_US/pd/r698-x-vashtie-g/pna358838.html?dwvar_pna358838_color=01) This Vashtie Puma collaboration sneaker is a gilded instant classic. Both glamorous and tough, the update on the [sporty shoe](https://www.trendhunter.com/trends/fresh-foam) reflects the DJ/promoter/artist/director/model's unique street style. The Puma R698 was originally released in the 80s as a runner. With its [chunky, protective sole](https://www.trendhunter.com/trends/adidas-and-y3) and lightweight body, the R698 is usually styled as an athletic shoe. But thanks to the Vashtie Puma collaboration, the R698 is finally coming into its own as an essential element of modern streetwear. The new gold edition takes it a step further, making the sneaker sleek, stylish and glamorous. The Vashtie Puma pairing is a bold choice -- while other [sneaker brands seek out collaborations](https://www.trendhunter.com/trends/gmbh-and-axel-arigato) with star athletes or pop icons, Puma has chosen to demonstrate that its brand is artistic, tasteful and avant-garde in a more understated way with the Vashtie Puma collaboration. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 67% | Activity: 50% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Glamorous Sportswear:** There is an opportunity to disrupt the sportswear industry by combining elements of glamour and style with athletic functionality. - **Streetwear Revival:** The resurgence of streetwear presents an opportunity for brands to collaborate with artists, designers, and influencers to create unique and fashionable sneaker collections. - **Artistic Brand Collaborations:** Brands can differentiate themselves by partnering with artists, tastemakers, and creative individuals to create limited edition and exclusive sneaker collaborations. ### Where This Applies - **Fashion:** In the fashion industry, there is potential to blur the lines between sportswear and luxury by incorporating glamorous elements into athletic footwear. - **Footwear:** The sneaker industry can explore collaborations with artists and influencers to create unique and highly sought-after designs that cater to the growing demand for fashionable sneakers. - **Sports Marketing:** Sports marketing agencies can shift their focus towards collaborations with unconventional athletes, artists, and tastemakers to create marketing campaigns that reflect an artistic and avant-garde brand image. ## Related on Trend Hunter - [Minimally Designed Collab Sneakers](https://www.trendhunter.com/trends/puma-gv.md) - [Sleek Collaborative Retro Footwear](https://www.trendhunter.com/trends/avanti-ls.md) - [Minimalist Sneaker Collaborations](https://www.trendhunter.com/trends/king-avanti.md) - [Dramatic Textural Joint Sneakers](https://www.trendhunter.com/trends/avanti-pony-hair.md) - [Flashy Gold Utilitarian Sneakers](https://www.trendhunter.com/trends/zoom-vomero-5-4.md) - [Stunning Designer-Backed Shoe Revamps](https://www.trendhunter.com/trends/danielle-guizio1.md) - [Collaborative Bold Sneaker Models](https://www.trendhunter.com/trends/puma-and-salehe.md) - [Silver Polka Dot Shoes](https://www.trendhunter.com/trends/papergirl-paris-and-beams.md) - [Vintage Suede-Accented Shoes](https://www.trendhunter.com/trends/sporty-rich-1.md)