As technology evolves, footwear brands are constantly experimenting with new and innovative design methodologies. PUMA’s new Inverse sneaker, designed with aid from AI, is the latest example of this.
The PUMA Inverse builds off the design of the PUMA Inhale, a running shoe from 2000 that A$AP Rocky helped reintroduce earlier this year. Artificial intelligence was used to reinterpret the Inhale’s design, and this reinterpretation was then refined by human PUMA designers to create the final product.
While rooted in PUMA’s heritage, the Inverse’s design breaks new ground with progressive features like a midsole cage and ProFoam cushioning. The debut colorway of the shoe comes equipped with a red mesh upper, complemented by dark amethyst and black accents.
“Inverse is a deep dive into a new design mindset,” says Scottie Gurwitz, Lead Product Line Manager at PUMA. “Our goal was to bridge the human experience with experimental technology. AI doesn’t abide by the same rules as human designers, and that can help us see things in new ways and be a good experimental tool for us as we move through the design process.”
PUMA’s Global VP of Creative Direction and Innovation Heiko Desens adds, “In our design process, AI is very new in terms of our creative exploration and in terms of communicating ideas. At first there was a feeling of uncertainty about the impact of it to our community, but the fascination and new possibilities have taken over. I am stunned by the granular level of the output, and as creatives, we have a new precision tool to level up our design work.”
To introduce this new AI-designed shoe, PUMA has launched a creative campaign that also employs the use of AI. 3D and generative AI specialist Leilanni Todd of Floam World was tapped to create elevated product imagery of the shoe.
The PUMA Inverse launches December 7th on PUMA.com, the PUMA app, and at select retailers. Grab a look below.
PUMA Inverse Rev
Color: PUMA Red-Dark Amethyst-PUMA Black
Style Code: 402380_01
Release Date: December 7, 2024
Price: $120 USD
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