The sneaker game changed in 1990 when PUMA released its legendary R698, a design that flew off the shelves and became an international sensation.

It was the début of the global sports brand’s Trinomic cushioning technology, a unique hexagonal structure in the sole that compresses and redistributes load as you move, and was a huge hit in the running community.

That may have been 26 years ago, but the PUMA R698 model is still considered the best, so it’s no wonder the brand re-issued it as a lifestyle sneaker that quickly caught the attention of the streets.

This year sees the model’s next evolution – the 698 IGNITE. Modernised with PUMA’s IGNITE FOAM, currently used in energised running shoes, the new style is inspired by sports and powered by innovation.

To capture the shoe’s essence, PUMA has targeted three pairs of photographers who know no boundaries when it comes to street style. Starting in New York, the first part of the series focuses on Giovanni Elao and Vanessa Cesario.

Gio was raised in the Bronx, it was here that he discovered a real passion for photography and to this day, has never looked back.

Vanessa’s passion lies in digital media with her style being inspired in equal parts by hip-hop, streetwear and menswear.

The images they captured showcases Vanessa’s minimalistic influences and Gio’s cozy inspirations.

Next in line sees London star as the backdrop for Curtis Jehstaand India Rose’s vision for the 698 IGNITE. Finally the series concludes in Australia, where Gabe Hutcheon and Caroll Lynn will use Sydney as the setting for their shots.

The PUMA 698 IGNITE retails for R1599 and is available at PUMA stores and PUMA invites everyone to be part of the evolution by shooting and posting their own take on the 698 IGNITE and using the hashtag #698[CITY].

[source: champssports]