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Youngsta wears latest PUMA CELL Viper in White-on-White

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PUMA CELL Viper drop 2 Youngsta 2_lo

A fresh take on the heritage running silhouette, the latest PUMA CELL Viper in PUMA White-PUMA White has debuted.

Emerging from the ‘90s with a reimagined design, CELL Viper is a throwback to the vis-tech running wave introduced 20 years ago. With a completely new upper inspired by heritage CELL sneakers from the PUMA archive, the design language taps into the OG community of sneaker-heads with a recognisable Formstrip placement, a chunky midsole with CELL cushioning technology and brand-new CELL branding on the lateral view.

PUMA CELL Viper drop 2_lo

This archive classic is worn by Cape Town rapper YoungstaCPT – real name Riyadh Roberts – who has been unapologetically championing strong cultural messages through his rap since 2010.

PUMA CELL Viper drop 2 Youngsta 1_lo

With 30 plus mix tapes under his belt, a new album called “3T – Things Take Time” and latest song release titled ‘Own 2019’, YoungstaCPT is at the forefront at SA street and hip hop culture, making him the perfect fit for the PUMA CELL.

RELATED: NOMZAMO MBATHA TRAILBLAZES IN PUMA’S LATEST MUSE

When PUMA CELL technology first launched in 1998, it was revolutionary. Hexagonal cells in the midsole provided the optimal shape for stable and maximum cushioning that allowed runners to move faster and stronger with a more confident stride that aided their performance. Making a return to rule the streets, the CELL Viper is at once minimalist and bold, perfectly combining elements of sports and style.

RELATED: NASTY C IN RS-X PUMA

The PUMA CELL Viper in PUMA White-PUMA White drops for R1499 at PUMA stores, sportscene and Sheflife.

Fashion

adidas Switches up The Nite Jogger

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adidas nite jogger

adidas Originals offers up new iterations of the Nite Jogger model this month, reinterpreting the iconic road running sneaker through another unmissable aesthetic update.

The reflective silhouette returns to stake its claim as an essential for any night time creator, backed with a campaign created by a global network of artists working in their fields of expertise.

adidas nite jogger

With music by electronic duo Mount Kimbie, British artist and filmmaker Frank Lebon directed the campaign film as a poetic ode to the people and things that thrive in spaces generated by darkness. The campaign demonstrates how night time can act as the perfect backdrop for expression.

RELATED: ADIDAS CONSORTIUM PARTNERS WITH SHELFLIFE 

Shining a light on three young creators, the film features New York rapper Wiki, London born poetic singer Obong Jayar, and Cai, a spoken word poet and member of Say it Out Loud Tokyo.

adidas nite jogger

Illuminating its wearer after dark, the campaign shows how the Nite Jogger silhouette brings together function first technology and forward thinking design, in order to push today’s night time creator firmly to the forefront.

Harnessing the reflective hi-vis technology of its past iteration, the silhouette is engineered for those who know it’s never too late to pursue their vision.

RELATED: ADIDAS INTRODUCES NITE JOGGER KICK

Accompanying the film are photographs shot on film by London based photographer and multi-media artist Bafic, which oscillate naturally between day and night, demonstrating the unrelenting creative spirit that Nite Jogger shoe seeks to embody.

adidas nite jogger

Returning this month, the new Nite Jogger sneakers feature lightweight nylon ripstop, soft mesh knit, and suede overlays.

Combined, these materials offer advanced adaptability for the unrelenting grind of 24/7 creativity. Hi-vis reflective details complete the upper, adding a new dimension to the shoe’s name and establishing it as a must have in the arsenal of any creative that thrives at night.

RELATED: THE YEEZY 500 SALT DROPS 

All of this is then rounded off with a BOOST midsole and durable rubber outsole, resulting in a silhouette that is elevated for comfort and engineered for night time exploration.

The Nite Jogger sneaker is capped off by the message “speed of nite” written in morse code on its outsole and tongue. Offered in a flurry of distinct new colourways, featuring tonal greys, pastel greens, and eye-catching orange hits, the result is a striking expression of the Nite Jogger silhouette’s enduring aesthetic, presented in an exciting new context.

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Fashion

adidas Consortium Partners With ShelfLife

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Shelflife x adidas Square - 3

Since it first came into being, adidas Consortium has been committed to bringing together partners, retailers and collectives who exemplify a unique, fearless approach to collaboration.

Each new partnership offers up a creative new take on the iconic styles that adidas has developed over the decades. In doing so they shine an entirely new light on the sportswear brand’s high-performance technologies and commitment to craftsmanship.

Shelflife x adidas Square - 1

The latest adidas Consortium release is a global first that exemplifies the international mindset of the wide-ranging Consortium family.

First launching in 2006, Shelflife are O.G. trailblazers, bringing an utterly distinct, cutting-edge curation of streetwear and sneakers to their South African devotees, via their Johannesburg and Cape Town stores.

Shelflife x adidas Square - 4

Taking on the formidable heritage of the adidas ZX running shoe series, Shelflife bring their own eye-catching approach to a new iteration of the ZX4000 model.

Viewed straight-on from the outside, the Shelflife version is defined by its understated use of luxurious greyscale nubuck and woven fabric underlays that evoke the historic craftsmanship of the retailers’ home country. On foot and in action however, the medial side of the shoe is revealed, showcasing a colorful, jacquard-printed panel.

All campaign assets for the release were created and shot in South Africa by local creatives Paul Ward (photographer) and Gabrielle Kannemeyer (stylist), further strengthening the bond between one of the most memorable Consortium releases of the year and the place, people and heritage that brought the shoe to life.

adidas Consortium x Shelflife will be available for purchase on April 13th 2019 at the Shelflife stores in Johannesburg and Cape Town as well as online at www.shelflife.co.za from 6pm. Sneakers will be releasing on a first come first serve basis.

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Sneakers

adidas Originals | SC Premiere & A.R Trainer

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adidas SC Premiere and A.R

This month, adidas Originals takes inspiration from classic and contemporary contexts, presenting two distinctive silhouettes, the A.R. Trainer and SC Premiere models.

First up, the A.R. Trainer silhouette presents a refined take on an original ‘80s training shoe.

adidas SC Premiere and A.R

Reimagining the ASC Trainer model from 1988, the shoe’s paneled construction and fluid lines offer a slightly updated expression of the era’s unique tennis aesthetic. Constructed from premium leather throughout, the shoe is finished off with an 80’s style multi-purpose training sole unit and trefoil logo branding throughout.

adidas SC Premiere and A.R

In contrast, the SC Premiere silhouette takes inspiration from similar roots to create a more fluid, modernized take on 40 years of the adidas court archive aesthetic.

The shoe’s premium leather upper is countered by a rubber midsole with a contrast off-white outsole, while a contrast heel-tab and trefoil logo window on the lateral side completes the picture.

The A.R. Trainer (R1599) and SC Premiere (R2299) will be available on 24 January 2019 at selected adidas Originals stores and online at www.adidas.co.za

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