PUMA just dropped the latest instalment of the Rider franchise to a hyped London audience, unveiling the FUTURE RIDER Play On and STYLE RIDER Play On.
The brand hosted an exclusive launch at its Carnaby Street store on Thursday 20th February, which brought together a mix of renowned sneakerheads and creative talent from across the capital. Local artist Mr. Lee designed a selection of custom gifting boxes for the FUTURE RIDER Play On, while The Sole Supplier hosted a live podcast featuring PUMA’s Head of Design, Tracy Goodsmith – who brought a vibe of insight and inspiration to the occasion, shining a light on the design journey of the PUMA Rider as it shifts from past icon to present-day street favourite.
Fusing the best elements of iconic 1980s running shoes with a contemporary aesthetic, both the FUTURE RIDER Play On and the STYLE RIDER Play On champion vibrant colours and bold blocking for a unique look.
The FUTURE RIDER Play On comes correct for both adults and kids, with its sleek white midsole and formstrip combining with black suede overlays, plus vibrant 80s colour pops. A corrugated outsole also evokes PUMA of the past, while modern tech is clear and present in the shape of Federbein conical studs and a TPU heel stabilizer.
Meanwhile the STYLE RIDER Play On is the more striking of the pair, boasting a nylon and suede upper combo in bright hues and black. It also carries the corrugated outsole and white formstrip, while its shock-absorbing Riderfoam keeps comfort key.
Following the exclusive drop at Carnaby Street, the Rider Play On pack launches globally on February 22nd at size? and other retailers, backed up by a campaign featuring PUMA ambassadors YBN Cordae and DaniLeigh.
Begin your march into March with the PUMA FAST RIDER Play On and PUMA STYLE RIDER Play On, available from 22nd February.
