[imagesource: Instagram / @dualipa]

For the 74 years that PUMA has been a sportswear empire, its fashionable footwear continues to set it apart from the rest.

PUMA began as a family business, with two brothers starting a shoe factory in Germany. Then, the brothers split up and established their own, separate businesses, both of which became globally recognised names.

Adi Dassler foundered Adidas and in 1948 Rudolph Dassler came up with PUMA.

As Vogue notes, the familial ties between the two companies is perhaps one of the most underrated facts in fashion.

PUMA eventually expanded beyond performance wear and into lifestyle and fashion, with the development of the perfect track shoe being a pivotal moment in the brand’s trajectory.

Since then, PUMA has been designing some of the world’s most sought-after shoes.

The Fenty Creeper won Sneaker of the Year in 2016, for example, and sold out in just three hours upon its first release.

The latest collaborators each pay homage to PUMA’s longstanding history as a trendsetter in fashionable footwear, appointing modern culture shapers such as Dua Lipa, Alexandre Mattiussi, Rihanna, and Vogue.

These key players have all established what can certainly be crowned as cult-favourite sneakers.

PUMA and Vogue dropped their first-ever collaborative collection in August, with apparel, accessories, and sneakers boasting both logos in fresh designs and bold colour ways:

The Fierce Sneakers have now reached our shores and can be snapped up via the PUMA store.

Following a butterfly-covered ‘Flutur’ capsule collection released back in December, Dua Lipa teased the second part of her PUMA collaboration in a playful Instagram post:

 

View this post on Instagram

 

A post shared by DUA LIPA (@dualipa)

Her latest line includes 90s streetwear-inspired platform sneakers and a pair of perfect combat boots, as well as PUMA’s classic Mayze silhouette reimagined in black suede and leather:

Shop the Dua Lipa sneaker range here.

Let us not forget Alexandre Mattiussi, the designer behind Paris-based brand Ami, who teamed up with PUMA to create a collection of elevated sportswear.

The PUMA x Ami sneaker line includes a number of PUMA’s most classic footwear silhouettes in various colours:

You can shop the PUMA x Ami Suede Mayu Deconstruct Women’s Trainers here.

We don’t know exactly PUMA has planned next but we can be certain that another cutting-edge collab is right around the corner.

[source:vogue]