Cape Town, South Africa, 17 February 2021 — Sports company PUMA has partnered with famed French DJ and record producer, William Sami Étienne Grigahcine, better known by his stage name DJ Snake.
DJ Snake, who is known for pushing the boundaries of music and style, will be the global ambassador for PUMA’s newest sneaker franchise: the Mirage. The Mirage has been brought back from the PUMA archive and revamped with a new perspective on street style, using inspiration from the world of DJs and electronic dance music (EDM).
“I am a fan of fashion and sneaker culture, being able to join the PUMA family is an exceptional achievement and I know my closet will have some great new additions,” said DJ Snake. “As a sneakerhead I’ve always followed what PUMA releases, featuring some of them in my videos and performances. With this new partnership, I will be supporting the Mirage franchise, bringing a new perspective to one of my favourite silhouettes.”
The Mirage OG was first introduced over half a century ago, it was originally released as a lightweight track and field shoe and reissued as a jogging shoe in the 90’s.
“DJ Snake is a great addition to our PUMA family, we are delighted to welcome him,” said Heiko Desens, PUMA’s Global Director of Design and Innovation. “When we decided to bring Mirage back from the archive, it was important we gave it a fresh perspective for today. Connecting it to the world of DJ culture felt natural, as like the Mirage, DJ culture gained significant popularity in the 1970s. Sneakers and music have always been vehicles for youth culture, so who better to be the face of Mirage than DJ Snake?”
PUMA’s Mirage Tech is part of PUMA’s growing selection of Futro styles, a mashup of retro sneakers with futuristic inspiration. This revamped style features trippy colours, eye-catching materials and futuristic elements taking inspiration from the lights, energy and atmosphere of EDM shows.
DJ Snake is one of the best-known musical artists and DJs in a generation. Having made his international breakthrough in 2013 with the single “Turn Down for What,” DJ Snake has quickly become one of the top 10 most streamed musical artists of all time. With a catalogue including iconic singles such as “Taki Taki” (with Ozuna, Cardi B, Selena Gomez), “Lean On” (with Major Lazer, MØ), and “Let Me Love You” (with Justin Bieber), DJ Snake’s global impact on modern music culture is undeniable. With an ever-growing desire to further push the boundaries in music, fans should expect to hear a wealth of new singles in 2021.
The beat just dropped, so did Mirage Tech. Available from 15 March at PUMA Stores, PUMA.com, sportscene online, The Cross Trainer, Side Step, Shesha, Superbalist and select retailers with a retail price of R1 899. Additional colourways and new Mirage designs which will release throughout 2021.
Brett Bellinger – Marketing Director, PUMA South Africa – firstname.lastname@example.org
Vicki Smith – Splash PR – email@example.com