The latest apparel company to join the push for more color is Puma, releasing a limited edition “Fire & Ice Pack” on Jan. 5 of its new lightweight trainer, Bioweb Elite.
The shoe, which becomes part of the company’s spring 2013 line, gets a new feel for a Puma shoe, highlighted by “the concept of a spider web” with a translucent WebCage on the upper, designed to offer lightweight, flexible support. A flexible heel wrap continues through the sole of the shoe, really showing Puma selling out for the web motif.
The company says the design “plays with negative space, carving into the outsole tread and minimizing materials to reduce weight.”
To catch even a bit more attention, the fire and ice themes bring a bright orange version and a bright blue, keeping in step with the latest color trends to go as catchy as possible.
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Tim Newcomb is a journalist based in the Pacific Northwest covering news, culture, sports design and entertainment. He has written on uniforms and sports logos for TIME Magazine, Sports Illustrated and more. You can follow him on Twitter at @tdnewcomb. Visit his website here.
ingmar66
Saturday, January 5, 2013 at 11:18Haha, intersting that the puma stripe is divided into three parts to remind us of their deadliest rival in the shoe game. Of which the HQ is located is the same Bavarian town. But then again, everybody knows about the Dassler sibling rivalry. Fascinating story. The colours of these shoes are nice, but I am totally not into lightweight ballerina shoes for sports. I prefer a little more weight and lots of support and balance for my sneakers. Must be my age (and my own weight...).