PUMA CELEBRATES ITS NEWEST VELOPHASIS SNEAKER WITH THE LAUNCH OF ‘VELOPHASIS SOUND’, BRINGING NEXT-GEN BEATS TO CULTURAL EVENTS THIS SUMMER.
PUMA’s newest initiative, VELOPHASIS SOUND, in celebration of the latest colourways to join the VELOPHASIS family, PUMA’s hybrid sneaker inspired by the 2000s.
Bringing next-gen beats to cultural events this summer, PUMA is harnessing the power of sound to elevate emerging artists with its new VELOPHASIS SOUND system. The modern installation, inspired by the futuristic design of the VELOPHASIS silhouette, will make appearances at three key cultural moments throughout the summer, showcasing and providing a platform for the freshest talent in music today who are renowned for bringing future sounds to their genre of music at moments that matter. Appealing to sneakerheads and fashion-forward tastemakers alike, VELOPHASIS SOUND is a must-see pop-up for anyone interested in the future of sound and fashion.
The The newest drop to release this summer is the PUMA x PLEASURES OVERDYED VELOPHASIS. Channelling the visual codes of Y2K culture, the collaboration endeavours to blend PLEASURES’ understanding of music subcultural codes with the very latest from PUMA’s retrofuturistic footwear offerings.
Taking VELOPHASIS SOUND for a spin this summer, up-and-coming DJs and artists enlisted by PUMA to perform at the pop-ups include Glasgow-based DJ and producer Taahliah, London-raised and Nigerian-born singer/songwriter and model Chi Virgo, Stockwell-born rapper Len, British-Nigerian DJ to PinkPantheress Jjess, emerging songstress Highlyy and Ivor Novello Rising Star award winner Willow Kayne.
The VELOPHASIS sneaker first arrived in January featuring an overstated shape that is wrapped with a mixture of technical and performance materials. Now the sneaker is redone with a characteristic customised feel, in the way of a full purple overdyeing process applied by PLEASURES. The colour treatment fastens to the shoe’s sole in a unique way, giving the shoe a pre-worn look.
The PUMA x PLEASURES OVERDYED -VELOPHASIS are available from June 24, 2023 from PUMA.co.uk and in the PUMA flagship stores, and selected retailers.
