How Puma Speedcat’s Low-profile Style Became an ‘It’ Sneaker of 2024
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With a strong history between sport and style, in its 75 years, Puma has made an impact in the worlds of soccer, running, basketball, hip-hop, motorsports and fashion that have been made even more iconic through partnerships and collaboration.
In fact, the brand’s most sold sneaker to date, the Puma Speedcat, is an ultra-slimmed-down driving shoe originally created to support F1 drivers on the track in 1984.
Today’s iteration of the Speedcat follows the first lifestyle version, which was released in 1999 and honors its racing heritage. Subtle enhancements to the 2024 version include the addition of the cat logo to the toebox of the shoe and dialed-up comfort with IMEVA material. Offered in its original red and black colorways, the company has stated that more versions are expected later this year.
Notably, the original Speedcat was created as a high-cut leather boot for Motorsport driver Stefan Bellof. Notably, the “King of the Ring” wore the fireproof shoes as he won the year’s Driver’s Championship. In 1999 the Speedcat’s low-top lifestyle version was released and worn by the top F1 drivers of the time and quickly gained cache within the world of fashion as an “It” style of the early 2000s, particularly popular in Latin America and Eastern Europe, even finding a place within the underground club scene of Berlin and Warsaw while breaking into subcultures where it spoke to motorsport fans.
Importantly, this tie to Y2K fashion and deep history rooted within motorsports has struck a chord with Gen Z consumers who love to embrace vintage and rediscovery. According to Puma, the young cohort has been a key driver of the Speedcat’s renaissance.
Throughout 2024 the Puma Speedcat has also found itself on the streetwear circuit, becoming a favorite of Emily Ratajkowski, Rosé and Emma Rogue.
Highly influential in the fashion space, all three women have been spotted wearing the black and red variations of the style with numerous looks caught by street-style photographers both off-duty and while attending industry events. Ratajkowski, who has become known for being a sneakerhead and a leader in the space over the past few years, tends to lean toward wearing the red and white version, even pairing it with a look at New York Fashion Week in February 2024.
In early June, Puma further fueled its community’s appreciation for the style’s strong positioning with its new release of the Speedcat launched in partnership with the female-focused brand Naked Copenhagen with a women-led campaign. The campaign was led by stylist and creator Sierra Rena, who served as its face and muse. Puma told Footwear News that “the campaign honors what it takes to be a female leader,” further describing Rena as someone “who embodies fearless self-expression, an attitude built on the pioneers before her and a determination to inspire future generations positively.” The imagery, said Puma, presents the Speedcat as a symbol of empowerment and innovation.
Today, the Puma Speedcat continues to sell out in both colorways for men and women with a current wait list for consumers to join on Puma’s website.
The company has supported its rising status as a trending footwear creator with collaborations. Puma announced a collection with Coperni in June 2024 for a collection including an innovative sneaker and apparel collection inspired by F1 racing. Fans are also looking forward to an upcoming partnership with buzzy designer JUUN.J, slated to drop in August 2024, which was teased by the brand in Seoul at the begining of the year. Additionally, in June the Speedcat was featured on the runway during A$AP Rocky’s AWGE show in Paris.
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