Perhaps no other label sits as confidently as PUMA does at the juncture where technical sportswear meets the world of modern streetwear. That relationship rests on two twin pillars: style and comfort. With the release of PUMA’s brand new silhouette, the 698 IGNITE, the brand with the leaping cat has arguably cemented that position with the 698 IGNITE built for comfort and for style.

From the technical performance side, PUMA’s new silhouette utilizes IGNITE foam: the label’s signature cushioning system currently seen in the label’s leading athletic trainer, the PUMA IGNITE. IGNITE FOAM technology is itself an update to PUMA’s revolutionary Trigenic cushioning system, which first debuted back in 1989 and which the early R698 sneaker utilized in its sole unit when it was launched in 1992.

The original R698 quickly became a favorite of athletes and runners in the early ’90s. Now, since being re-released, its retro styling ensures it’s a key sneaker for the streets.

In this way, the 698 IGNITE builds on this contrast: style with roots in sneaker history, and the innovation and technology that comes with PUMA’s continuing presence in the sport and street scene.

It’s a contrast that plays out well with today’s new breed of street photographers. We followed three pairs of creatives from New York, London and Perth, documenting their separate styles and contrasting approaches to their craft as they adapted to their evolving everyday surroundings and inspirations. The first of the series features Giovanni Elao (aka @Insighting) and Vanessa Cesario (aka @VanessaCesario_) in their New York City stomping grounds. View the film above for a glimpse into the city through their lenses.

Be part of the evolution by posting your very own take on the 698 IGNITE and use #698[CITY].

For more information on the PUMA 698 IGNITE, check out puma.com and follow @PUMASportstyle on Instagram.

Words by Jack Drummond
Branded Content Editor