Puma wants to revolutionize running.
That was the brand’s message at the launch for its new Mobium Elite running shoe, held Wednesday in New York.
Delivering this month to key specialty running accounts, the shoe is designed to move as biomechanically close to a natural foot strike as possible, according to Christian Harig, head of research and insights for Puma’s Advanced Technologies, Trends and Concepts division.
The Mobium Elite, according to designer Raymond Horacek, is meant to create a new category of running shoe: “adaptive footwear.” Like the foot, he said, the shoe can expand up to 6 percent during the gait cycle.
But the new shoe, which delivers this month for both men and women to specialty running accounts, isn’t just a stripped-down minimal style. Lasted to represent the foot midstride, the Mobium Elite features a high-tension band that mimics the plantar fascia connective tissue in the foot. Together with the design of the outsole, this innovation has produced a shoe that contracts and expands during the gait cycle the same way a puma’s paw does as it runs.
Also debuting at the event was the brand’s new Actv and Rcvr apparel lines, tops and tights that combine graduated compression with elasticized athletic tape built into the pieces to support muscles during and after a workout. This week, Actv won the Gold Award for Compression Apparel at outdoor and sporting market trade show ISPO in Munich.
Both footwear and apparel are available at specialty running retailers, select sporting goods accounts and at Puma.com
Both the apparel lines and the Mobium Elite are part of the Herzogenaurach, Germany-based brand (a division of Paris-based luxury conglomerate PPR)’s newest cross-platform campaign “The Nature of Performance.” New marketing as well as product in the running, training, fitness and soccer categories will begin to roll out this spring.
The shoe is just the beginning of a new look at Puma’s technical product, outgoing CEO Franz Koch said. “We wanted to revolutionize performance and strengthen our roots in performance: We had to re-emphasize our performance styles and innovation power,” he said. “This is just the starting point.”