PUMA Announces DJ Snake As New Global Brand Ambassador

We spoke to the brand to discuss the latest Mirage Tech sneaker and campaign

Fashion 
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As part of its continued rollout of Futro styles — merging retro sneakers with futuristic inspirations — PUMA has dug into its archives to reintroduce its Mirage Tech silhouette. Commemorating the event, the sportswear giant enlists the illustrious French-Algerian DJ Snake as the model’s global ambassador.

Since making his international breakthrough in 2013, DJ Snake is revered for pushing the boundaries of music as well as his complete aesthetic. Born and raised in the multicultural epicenter of Paris, the artist draws inspiration from a wealth of places. Citing Diego Maradona as one of his influences, joining PUMA was a logical next step. “I’ve always followed what PUMA releases, featuring some of them in my videos and performances. With this new partnership, I will be supporting the Mirage franchise, bringing a new perspective to one of my favorite silhouettes.”

For the latest Mirage Tech edition, the brand aligns itself with the vibrant colors and culture of Electronic Dance Music (EDM). We spoke to Heiko Desens, PUMA’s Global Creative Director on the influences of the latest release, “When we decided to bring the Mirage back from the archive, it was important we gave it a fresh perspective for today. Connecting it to the world of DJ culture felt natural, as like the Mirage, DJ culture gained significant popularity in the 1970s.”

First released as a track and field sneaker over half a century ago, the sneaker was reissued in the ‘90s during the jogging craze. Discussing the campaign and the importance of revisiting archives, Desens says, “Given the popularity of retro styles from the ‘80s and ‘90s at the moment, we knew it was time to revamp this classic PUMA style. We started with a direct re-issue of the ‘90s jogging style, then took it a step further by adding the futro design language of PUMA — merging our past with future inspiration — to create the Mirage Tech.”

Reworking the OG sneaker’s design to suit a modern market, PUMA breaks down its latest model, “The main changes are new, brighter colors, the futro inspired bloc on the heel, piping details on the formstrip, and the removal of cage detailing as seen on the Mirage OG.” Whilst adopting a color palette reminiscent of the rave scene, “This revamped style features trippy colors, eye-catching materials, and futuristic elements that take inspiration from the lights, energy, and atmosphere of EDM shows.”

Heiko Desens emphasizes the importance of tapping into not only one of the biggest artists in the scene but one who shares the values of the heritage brand, “DJ Snake is always moving forward and seeking the next great thing, something we also value in our forever faster motto at PUMA.” He continues, “Just like the Mirage Tech brings a new perspective on street style, DJ Snake has done the same in the worlds of both music and fashion. Sneakers and music have always been vehicles for youth culture, so who better to be the face of Mirage than DJ Snake?”

The PUMA Mirage Tech is now available to purchase from select retailers across the region such as Namshi and retails for 469 AED (approximately $127 USD).

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