PUMA has been betting big on nostalgia while simultaneously weaving modern design language into its recent string of archive-inspired releases.

Highsnobiety recently got an exclusive first look at the German brand’s all-new Future Rider sneaker, a silhouette boasting vivid color-blocking reminiscent of popular runners in the ‘80s, but one that also speaks squarely to the aggressive, futuristic aesthetic dominating the sneaker industry.

While the Future Rider is an entirely new style, it’s heavily inspired by PUMA’s Fast Rider running sneaker from 1980 with its grippy, waffle-like rubber outsoles and simplistic uppers. This is juxtaposed by a mix of textiles like functional ripstop nylon and buttery smooth suede that effortlessly blend modern materials into time-honored PUMA silhouettes.

PUMA’s strategy is intentional — relevance is everything and by mining its vast archives and rebuilding them using distinctly contemporary design cues, PUMA’s future and past collide in ways that have already proven itself successful with previous remixed releases. This is all part of PUMA’s Futro approach — a portmanteau of Future/Retro — where the brand can react and influence the ever-evolving sneaker culture while still remaining grounded in its sports heritage.

You can count on more Futro releases to come as both old and new consumers discover PUMA’s unique design ethos that’ll help usher in a new generation of sneaker icons. To get some style inspiration on how to rock the new PUMA Future Rider, we took to Instagram to see how some of the coolest cats are wearing them. Take a look at some of the fire fits below, and watch for the Future Rider to drop this Fall.

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Words by Daniel So
Branded Content Editor

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