PUMA CELL Venom Launch: Event Recap - The Drop Date

PUMA CELL Venom Launch: Event Recap


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Ahead of the PUMA CELL VENOM relaunch, we headed down the CELL Lab to learn more about the advanced-tech packed late ’90s runner.

After debuting at Hypefest, the CELL Lab hit London yesterday, opening its doors to celebrate the imminent relaunch of their late ‘90s models, the CELL VENOM and CELL ENDURAThe models debuted in 1998 as the first iterations of the brand’s groundbreaking CELL Technology, providing stable cushioning courtesy of blow-moulded polyurethane elastomer (TPU) arranged in a pattern of hexagonal cells. Returning two decades later, PUMA invited us along to the Lab to find out more ahead of the anticipated drop.

We entered the event space and swapped our jackets for PUMA CELL branded lab coats. On first glances, there was a showcase of SS19 CELL product in a hexagonal wall display which held the brand’s forthcoming collabs with Sankuanz and Ferrari. The range celebrates performance heritage by meshing the contemporary worlds of fashion and sportswear. An interactive robot greeted guests with high fives and compliments on their footwear before ushering us into the laboratory space where we could take a closer look at the Venom and watch a 3D printer create mini replicas of the shoe.

A lab table was set up with multiple pairs of the Venom and Endura, along with craft knives, glue guns, scissors, Sharpies, rulers, seam rippers, and lab equipment including bubbling flasks of green liquid. Two of the experts from London-based footwear design collective Concept Kicks guided us as we chopped and spliced, reconfiguring the shoes in any way we wanted, with some guests going for more subtle tweaks and others going all out to produce entirely new (and occasionally monstrous) creations, ranging from deconstructed slides to multi-shoe mash-ups. The aim was to manipulate these heritage silhouettes into a new CELL species, whilst also getting a better understanding of the technology and construction behind the shoes.

The PUMA CELL ENDURA and PUMA CELL VENOM are AVAILABLE NOW. Hit the banner below to find out where you can pick up a pair.

Organising the Chaos

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