Cape Town, South Africa; November, 2022 – Together, PUMA and Skepta unlock a world where creativity is truly limitless in the new RS-X campaign.
“Revolutionaries” brings into focus the evolution of the RS franchise, expressed through bold colors, modern details, and high-tech accents. Two revolutionaries in their own rights, Skepta and RS-X unite in a new way that embraces the future and honors the past.
PUMA and Skepta break down the gates of reality, to harness the true potential of the individual, teaching us not only to unlock but to share our power with others. The campaign’s visuals follow the London-based visionary artist as he dismantles and rebuilds the world around him, with the ultimate goal of empowering others, allowing them to master their creativity.
“From the moment you wake up, you are designing your world. We are the architects. Creativity is limitless,” says Skepta.
The original RS franchise traces its origins to 1984 when PUMA endeavored to create a revolutionary new technology. The PUMA RS (Running System) was the world’s first wearable sports product, and the world’s first smart shoe. The RS’s built-in computer aggregated data, translating it into metrics that allowed runners to become faster, more efficient, and more competitive.
Starting in 2018, the RS family has grown extensively, with the addition of new styles like the RS-X, RS-X3, RS-2K, RS-Fast, RS-Connect, RS-Dreamer, and more. Now for 2022, PUMA continues to build on the RS legacy.
Meet the leaders of this new guard: the RS-X Efekt, RS-X Drift, and RS-X 3D.
Designed with archival inspiration, the 2022 RS-X franchise is the frontier of PUMA’s FASTER mantra, represented with a renewed design expression through bold new colors, modern details, and high-tech accents. Infused with a new design language that emboldens the innovations represented by RS, the RS-X Efekt, RS-X Drift, and RS-X 3D are coming soon.
“Our approach allows us to blend decades of cultural references, and we found that working this way can create a product that is both innovative and authentic to PUMA,” said Daniel Taylor, Head of Design, Sportstyle, PUMA. “By recontextualizing our archive, the RS franchise should evoke a sense of familiarity in people, even if they can’t quite figure out exactly what archive shoe those elements originate from. With RS, our goal was to establish a flagship shoe to embody our FASTER mantra.”
In cooperation with PUMA’s visionary, ambassador, consultant, and designer Skepta, the PUMA RS-X collection will be available locally. The collection will only include the RS- X EFEKT and RS-X 3D. Available in store and online from late November 2022.
PUMA, Skepta and stellar list of guests gathered at The Outernet to celebrate the evolution of the PUMA RS-X and the release of the brand’s new RS-X “Revolutionaries” campaign, featuring Skepta as their new, global ambassador, creative consultant, and designer.
Attendees included Skepta, Giggs, Idris Elba, Mahalia, Lethal Bizzle, Ella Eyre, Julie Adenuga, Ms Banks, Chip, Sonny Hall, Kadeem Ramsay, Blakie Blakes, Flag Twins, Shaquille Aaron Keith, J2k, Araloyin Oshunremi, Jammer, Poet, Frisco, K Trap, Karla Simone Spence, James Massiah, Shone Romulus, Elliot Edusah, Moe, James Corbin, Elliot Brown, Patrick Adjaye, Craig Mitch, Goldie Quaker, Sherlina, Piers James, and Jordon Wifi.
Luminous lighting guided guests through an immersive journey into the PUMAverse, experiencing floor-to ceiling visuals, whilst enjoying bespoke cocktails and canapés.
Guests enjoyed music from DJ Denaas, DJ Kenny All Stars, DJ Maximum and DJ Ashman, as well as an exclusive performance from Skepta himself.