The bold look of PUMA’s 2022 RS embraces the future and honours the past
PUMA unveils the 2022 RS-X franchise in cooperation with Skepta, the brand’s new global ambassador, creative consultant and designer.
Skepta also fronts PUMA’s new RS-X “Revolutionaries” campaign, which features a video following Skepta as he dismantles and rebuilds the world around him, with the goal of empowering others, and allowing them to master their creativity. Locally the RS-X franchise will be worn by “Revolutionaries” like Maglera Doe Boy who is part of the local campaign.
The RS traces its origins to 1984 when PUMA endeavored to create a revolutionary new technology. The PUMA RS (Running System) was the world’s first wearable sports product, and the world’s first smart shoe. The RS’s built-in computer aggregated data, translating it into metrics that allowed runners to become faster, more efficient, and more competitive.
For 2022, PUMA continues to build on the RS legacy. Meet the leaders of this new guard: the RS-X Efekt, RS-X Drift, and RS-X 3D with further evolutions to follow in 2023.
Designed with archival inspiration, the 2022 RS-X franchise is the frontier of PUMA’s FASTER mantra, represented with a renewed design expression through bold new colors, modern details, and high-tech accents.
“Our approach allows us to blend decades of cultural references, and we found that working this way can create a product that is both innovative and authentic to PUMA,” said Daniel Taylor, Head of Design, Sportstyle, PUMA. “By recontextualizing our archive, the RS franchise should evoke a sense of familiarity in people, even if they can’t quite figure out exactly what archive shoe those elements originate from. With RS, our goal was to establish a flagship shoe to embody our FASTER mantra.”
The PUMA RS-X Efekt is available on PUMA.com, PUMA Retail stores, Al Capone, Archive, Cross Trainer, Shesha, Side Step from 2 December 2022, for R 2399.