PUMA Revives Its Ambitious 1998 Runner: the CELL Endura

PUMA brings back the archival runner to celebrate its 20th anniversary.

Footwear
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To celebrate its 20th anniversary, PUMA is set to release its cult-favorite runner from 1998, the CELL Endura, later this fall season.

Back in the ’90s, sneakers that showcased the inner-workings of its cushioning technologies were sweeping the international footwear market. It was a blend of bold styling and functional performance that appealed to both athletes and style-driven consumers, sparking what we now refer to as the “lifestyle” sector of the industry. Many brands attempted to tap into this tech, among them was PUMA’s CELL line. With stable cushioning in mind, CELL was built from a blow-molded polyurethane elastomer (TPU) that was configured in a pattern of hexagonal cells. Combinations of these cells allowed PUMA to engineer cushioning that met a variety of running needs.

In 1998, PUMA unveiled the CELL Endura, the “pinnacle” model in the brand’s visible tech runner range. Now, 20 years later, the model has come full circle as ’90s sneakers with athletic yet chunky silhouettes are returning to the forefront of fashion. This modernized Endura stays true to its OG glory, updated only through new materials, new production techniques and a slightly-sleeker shape. Additional details include rubber toe-caps, breathable mesh uppers with suede overlays, PU-coated leather overlays, EVA midsoles, and rubber outsoles.

The PUMA CELL Endura in ” White/Surf The Web” drops October 4 for $130 USD at leading sneaker boutiques around the world, PUMA.com and PUMA stores worldwide.

In related news, check out our recent Business of HYPE episode where jeffstaple interviews Yassine Saidi, PUMA’s head of lifestyle and collaborations.

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