By David Saunders, Health Editor | UPDATED: 08:28, 08 July 2020
PUMA and MTV today announced an exciting new partnership that celebrates the intersection of pop culture and sport fashion. It marks the coming together of two industry gamechangers with a special-edition RS-X sneaker that celebrates the extreme reinvention of music culture.
This isn’t the first time the two industry giants have come together. In 2006, they released the PUMA YO MTV Raps range that saw classic PUMA silhouettes inspired by the 80s hip hop show.
“We are thrilled to again partner with a brand that has successfully reinvented itself,” said Adam Petrick, PUMA’s Global Director for Brand & Marketing. “Both brands, MTV and PUMA have a longstanding history of pushing culture forward. Together, we have reinvented our 80s icon RS into another extreme style which embodies the mix of music and fashion.”
MTV has revolutionized the entertainment industry. The intersection of fashion and pop culture underlines their efforts to reach a young audience globally.
“MTV and PUMA have represented culture and street style for generations, and this collaboration seamlessly brings these two iconic brands together,” said Jose Castro, Senior Vice President, Global Collaborations and Softlines, Viacom Nickelodeon Consumer Products. “PUMA’s RS-X sneaker is inspired by elements of music and the digital age and evokes MTV’s own evolution – it is an immediate collectible and a must-have for the nostalgia fashion fan.”
PUMA DROPS RS-X TRACKS, INSPIRED BY MUSIC CULTURE
Keeping with the stories of extreme reinvention, PUMA is launching the all-new RS-X Tracks sneaker. Inspired by the evolution of music in this digital age, the latest addition to the RS-X range features aggressive, future-retro design elements that aptly play to the reinvention of music culture.
Built with a mesh and textile upper, RS-X Tracks is decked with stylish leather overlays. Fitted with the OG RS technology on the midsole, the sneaker is embossed with a textile heel piece and molded sockliner with specific RS PUMA branding. The bulky silhouette debuting in Gray Violet – Charcoal Gray colorway is all-thing extreme, exaggerated and remixed.
PUMA x MTV CAPSULE COLLECTION
Taking it a notch higher, the PUMA x MTV collab drops a new iteration of the RS-X Tracks sneaker. With extreme details and bold pops of neon, the collection features RS-X Tracks MTV Gradient Blaze in PUMA White – Sweet Lavender and RS-X Tracks MTV Gradient Gloom in PUMA Black – Sweet Lavender colorways.
Completing the look with a season-appropriate apparel, the trendy collection also includes a tee, tank, track top and shorts emblazoned with bold PUMA x MTV graphic logo.
RS-X Tracks sneaker and the PUMA x MTV collection drops globally on PUMA.com, PUMA stores and retailers on March 14. Follow @PUMASportstyle for release information.