PUMA TSUGI Shinsei – Launch Event Recap

To celebrate the launch of PUMA’s latest release, the TSUGI, we attended the exclusive TSUGI Lab at Noho Studios, London on Thursday evening. The space was East Asian themed, with in-depth design insights exploring the inspiration and origins behind this latest innovative silhouette. After being immersed in the backstory of the new shoe we were treated to an intimate dinner of caviar, sushi and green tea desserts alongside Japanese beer and sake.

The all new TSUGI (translating to ‘next’ in Japanese) fuses the traditions of PUMA with modern design and technology, pushing the boundaries of innovation. The brand have injected their most innovative running cushioning technology, the IGNITE Foam, into the range strategically placing it under the foot-bed to offer supreme flexibility in the forefoot and cushioning in the heel.

The ‘Shinsei’ (meaning ‘reborn’ in Japanese) is PUMA’s first TSUGI iteration and fits perfectly with the progressive direction of the brand. Always forging the way in offering alternative closure systems, it features a unique lacing concept that’s easily customisable depending on the required look. By pulling the lacing along the lateral and medial side of the foot, the wearer is assured the right amount of fit. This model also features a sock construction, nylon padded tongue and textile vamp for an ultra-snug fit.

The PUMA TSUGI Shinsei is available now in selected stores and online here, priced at £100.