Puma has just launched a very cool concept that it’s called the Shadow Society. Basically, these are people that really dig Puma, and want to share their love of Puma classics with other aficionados of the brand.

The Shadow Society is made up of diverse and covert groups of characters, tastemakers, and Puma sneaker devotees from all over the world. Their main aim: to redefine what it means to do a sneaker ‘co-lab’.

They do this by taking their collective knowledge of the brand and by exploring what they feel is most relevant to consumers and their respective markets.

They dictate colours and materials and degrees of branding, and then they turn this into revamped designs. These are then passed on to others who also have a deep appreciation for Puma.

Two examples are the iconic ZDC82 and R698 sneakers: In 1982, Puma introduced the ZDC82 silhouette, which was an outdoor trainer with a slightly thicker, more cushioned midsole. It was quickly adopted by athletes and joggers alike.

Since then, the Shadow Society has added features like rough cut suede and striking colour blocking which evokes images of the 80’s as well as brilliantly complimenting the ZDC82’s unique and aggressive rubber outsole tread pattern which was designed to tackle any outdoor terrain.

In the 90’s, Puma added to the running revolution with Trinomic motion control technology. The R698 Runner fused Trinomic with a chunky EVA outsole and plenty of cushioning. This version is now re-imagined with athletic breathable mesh and premium suede overlays, and underlined by a translucent gum outsole.

There are also three apparel pieces that feature premium materials and a variety of subtle Shadow Society badges and insignia, as well as the Shadow Society Backpack that is inspired by the bags of yesteryear.

The Puma Shadow Society gear will be available to buy later this month, and I am really looking forward to getting my hands on some of the gear.