Puma show at NYFW unites fashion, technology and has Usain Bolt as a model

Puma showcased Futrograde last Tuesday, an immersive show during New York Fashion Week that showcased the brand’s past, present and future, and launched a parallel experience of fashion shows and the metaverse, called Black Station, which includes exclusive NFTs with limited-edition, redeemable physical sneakers. The digital show experience will be available on the website.

Usain Bolt wore black and white jogger pants and a jacket transformed into an evening sport tailcoat. As he walked off the catwalk, he raised his hands, drawing loud applause from the audience inside 25 Broadway, a pre-World War II waiting room for first-class ocean liners.


Usain Bolt walking for Puma at New York Fashion Week (Photo: Reproduction/Instagram)


Winnie Harlow was Bolt’s companion on the catwalk and was in an all-black look, with a body full of crystals in the bust area.


Winnie Harlow parading for Puma (Photo: Reproduction/Puma)


The brand catered to the younger fashion crowd in New York, as the shows are often filled with seniors from high society, welcoming Brooklyn Beckham, Cindy Bruno, Christian Combs, Joey Badass and Remi Bader, in addition to Skepta.

British rapper Skepta performed on stage, with elaborate choreography. Meanwhile, a series entitled ‘Luxe Sport’ featured jogging pants and red leather clothing; tech jumpsuits and flamenco dresses, plus chunky high-top boots with super wide side stripes.

“We wanted to show a broad spectrum of stories and New York is open to welcoming these kinds of ideas. To talk about the archives, the future, technology and our ties to streetwear culture.”said Heiko Desens, global creative director at Puma.

Puma managed to quickly recover from the pandemic, its sales rose by 30% in 2021, to 6,805 million euros. The brand has been listed on the Frankfurt Stock Exchange since 1986, and its main shareholder remains the Kering group and the Pinault family investment vehicle Artemis.

Featured Photo: Usain Bolt walking for Puma at NYFW. Breeding / Cougar

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