Watch This Artist Bend Reality in the New PUMA Future Rider Videos
Sponsored StoryPUMA continues to add to its arsenal of colorful sneakers with two new Foot Locker-exclusive iterations of the Future Rider Play On. The first adds a tinge of turquoise and burnt orange to the retro runner, while the second sees a sweep of royal blue added the upper. For the release, PUMA worked with digital artist Voidz to create three videos that capture the sneaker in a series of surreal scenarios.
Toronto-based artist Voidz is fascinated by the intersection of reality and digital, and he uses augmented reality, 3D manipulation, and photography to create digital scenes that twist elements from real life. He is best known for his surrealist interpretations of Toronto city, which include a knotted CN Tower and Yonge-Dundas Square with a sinkhole in the middle. He takes a similar approach for this project, recreating three real-life locations – a carwash, back alley, and telephone wire-lined street – and warpin them by adding surreal elements such as a sinkhole or an orb of floating sneaker parts.
The Future Rider, which launched at the end of last year, is a revamp on the Fast Rider, a comfortable and super-light running shoe from 1980. The new model stays close to the original’s design, keeping the mixed leather and suede upper and adding an updated slimmer outsole made of comfortable Rider Foam. The colorways continue the future-meets-retro spirit of the franchise, bringing ’80s-reminiscent pops of color to the running silhouette.
Both enw colorways of PUMA Future Rider Play On retail for €90 exclusively at Footlocker.
- Artist: Voidz
- Sound design: Marcus Retterath
- Additional animation for telephone wires: Lee Ormerod
- Creative: Dan Hart-Davies
- Producer: Nikita Ono
- Project Manager: Sarah Vielhaus/Mona Vogel
