The PUMA Suede: 45 Years Fresh #ForTheStreet
Music genres, hairstyles, and fashion fads come and go, but the PUMA Suede has evolved and grown as a true street icon for 45 years, and in 2013 its lite little brother, Future Suede, is born.
If only sneakers speak, the Future Suede has an amazing story to tell. Packed with great lineage and decades of cool, this newcomer, like its big brother, breaks the mold to a whole new level. Heavy on heritage but easy on the ounces, it comes at the right time when crowd surfing and club hopping requires the most minimal of baggage to be able to move at the speed of light.
The Future Suede retains the signature 1968 profile of the Classic Suede but that’s where all the familial looks end. It’s light on weight, light on suede, and has some serious futuristic tweaks: a lightweight bottom, painted midsole, and neoprene tongue. It’s decked out with PUMA Trinomic hexagons, heel clips, and eyelets. Not to mention a varnished tonal nylon and synthetic suede Formstrip for an all-over ultramodern aesthetic. It doesn¡¯t take a teleport to another 45 years to know that this future will one day become legend.
Backtrack to 1968 when the Suede was ignited and worn by athletic greats such as the track’s Tommie Smith and basketball’s Walt ‘Clyde’ Frazier. It rose to new levels of fame in the early days of hip hop, B-boys and funk beats in the 70s and favored by the New York
City Breakers and the Rock Steady Crew who wholeheartedly adopted its sweet tread and smooth, classic look. As the underground music scene rose to the street surface, so did the Suede’s popularity. At B-boyism’s height in the early 80s, The Suede cemented its status as a cultural street icon even appearing in the 1984 movie “Beat Street.” It continued to become the footwear of choice by several sub-culture movements – street skateboarding, and the alternative music scene of the early 90s. Without a doubt, The Suede has rightly earned its place in public affection and in every Hall of Fame.
This Spring-Summer 2013, PUMA marks The Suede’s 45th year of changing the game and the release of the soon-to-be legend, the Future Suede, with a massive celebration through contests, events, exhibitions, TV, and digital activities across Asia-Pacific.
To celebrate its 45 years of rich heritage and to kick off the ‘Evolution of Suede’, PUMA is inviting their fans from all around the world to be a part of the ‘Evolution of Suede Instagram Contest’. This contest calls for the public to post pictures of their personal collection of the Suede, a photo of a favourite street icon, or the design of the Suede for the future on Instagram. Either way, with the hashtag #ForTheStreet, fans can become part of the timeline with other fans, worldwide. PUMA fans can also take pictures with iconic props available in PUMA outlets. The contest will start on the 18th February 2013.
The arrival of the Future Suede also calls for an interpretation of the Future Suede in the year 2058. With the Suede template provided, 30 top designs submitted to PUMA will be selected and exhibited. The designing contest will begin on 18th January 2013, to 1st of
March 2013. A winning design will be selected to win the grand prize of PUMA products worth RM2,000, 2 VIP passes for the PUMA Evolution finale event, and meet & greet with artiste at the event.
For more on ‘Evolution of the Suede’, visit http://madeforthestreet.com from 18th January 2013 onwards for the first phase of the campaign. Full campaign content will be available from on 18th February 2013.
The Future Suede is now available at PUMA outlets in One Utama, Bangsar Village 2, Pavilion KL, Queensbay Mall, Sunway Pyramid, Suria KLCC, and The Gardens.