The PUMA Inverse, a game-changing sneaker that uses AI in its design, is launching on December 7, 2024. This new shoe is the result of combining old designs with the latest technology. It shows that PUMA is always thinking ahead when it comes to design. The Inverse draws on the PUMA Inhale as its starting point, using AI to create a unique design. This was then refined by human designers to make sure it looks great and works well.
“Inverse is a deep dive into a new design mindset,” says Scottie Gurwitz, PUMA’s lead product line manager. “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.”
The PUMA Inverse has a rebellious spirit while still honoring PUMA’s rich heritage. The midsole cage and ProFoam cushioning technology provide enhanced comfort and support. The first release features a bold red mesh upper with dark amethyst and black accents. This bold color scheme highlights the shoe’s contemporary and dynamic style.
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Heiko Desens, PUMA’s global vice president of creative direction and innovation, admits there were some initial concerns about AI integration: “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.”
The marketing campaign for the shoe also uses AI in a really cool way. Leilanni Todd, a 3D and generative AI specialist from Floam World, helped out with the campaign, creating some stunning images that show the Inverse in a futuristic setting. This shows how PUMA is committed to pushing creative boundaries and embracing new technologies.
You can get the PUMA Inverse from December 7th on PUMA.com, at PUMA flagship stores, and select retailers.
