You’ve got to hand it to PUMA. In a move that fired the starting gun to official hype build-up ahead of this year’s Olympic Games in Rio, last weekend the German sportswear giant unveiled the world’s fastest laceless closing system designed specifically for the world’s fastest man, Usain Bolt.
The tech is contained in PUMA’s revolutionary IGNITE Disc technology, which this year celebrates 25 years in the business, and will feature in PUMA’s new flagship track and field performance shoe, the evoSPEED Disc Spike.
The launch happened in Jamaica – home to the world’s fastest athletes – and we visited the island nation to get a first-hand look at the new tech. PUMA timed the release to coincide with the country’s number one national high school track and field event, the Champs. PUMA’s relationship to the Champs, and to Jamaica, runs deep. A national event where high school teams travel from across the country to compete in the capital, it’s a place where future stars are born and where PUMA first partnered and worked with Bolt to support the future international star – united by a common pursuit of “forever faster.”
“Our motto, ‘Forever Faster’, is one-hundred-percent inspired by Bolt,” Adam Petrick, PUMA’s global director of brand marketing told us during the press conference. “We updated the IGNITE Disc because – to but it simply – we always want to do better than what we’ve done in the past. It’s faster, lighter and more minimal, and at less than a second, it’s the fastest closure system in the world.”
Petrick also hinted at the release date for PUMA’s new auto-lacing system, announced in November last year a full four months ahead of everyone else, and which Highsnobiety was granted an exclusive first look at. The system is already being tested through the label’s global network, including brand partners like Bolt and Rihanna, with a release date expected later this year.
Keep your eyes on Highsnobiety over the coming weeks as we celebrate 25 years of PUMA’s revolutionary Disc technology.
- Photographer: Silas Lee / Highsnobiety.com