Once again, speed -this time in the form of a subjective factor– is the focal point of our campaign, which also features Puma and Pleasures.
For the second Puma and Pleasures collaboration, we keep some of the concepts that inspired us to create a story around the Velophasis. In their first collaboration, we attempted to investigate the relationship between time and space as a means of discussing a sneaker inspired by speed.
The Puma Velophasis combines athletic speed stories from the Puma Complete saga of the 2000s, a time of visible new technologies that are now adapted as new urban trends and where tech meets vintage.
This time, Puma reclaims its Sportartikelhersteller (meaning “sporting goods manufacturer”) label and pairs it with the irreverent style of Pleasures, a brand that draws all of its references from its native California, including punk, skate, hip hop, and hardcore from the Pacific coast.
We were inspired by all the activities that take up our time for the first Puma x Pleasures collection, but this time, we dare to stop the clock and search for the moments when minutes can turn into hours. Time does not exist for seemingly pointless tasks like finishing a puzzle, taking care of the plants, making breakfast, or setting aside some time to read.
The Puma x Pleasures Velophasis ‘Layers’ is constructed from over-dyed materials that have various shades of orange and black and appear to have been exposed to the sun and weather. It will be available at FOOTDISTRICT from 21 October.
