PUMA: Future Rider Play On

Together with Highsnobiety and Puma we launched the second campaign for the Future Rider: Play On.

Art Direction
2020

Client: Highsnobiety & Puma

Art Direction: Timo Helgert

Following a series of teases, PUMA has today dropped the Future Rider Play On. Ushering in the next wave of Future Rider releases the Future Rider Play On dips into the hefty PUMA archive for some 80’s color inspiration riffing off the model’s key reference point the original Fast Rider while giving it a healthy dosage of 2020 newness.

The color up features all the bold primary and neon pops we have come to expect from PUMA combining them with a more toned-down black suede overlay to the forefoot and a clean white midsole and Formstrip. Keeping up appearances with last year’s Future Rider drops the sneaker continues the Future/retro clash by combining the original Fast Rider’s “Federbein” conical studs with a TPU heel stabilizer for that altogether comfier walk to work feel.

Leaning heavily into the futuristic angle, we hooked up the services of AR Visual artist Vacades to put the Future Rider Play On through its digital paces with his progressive vision of a not so distant reality.

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