Category: Shoes

As Hypebeast celebrates its 20th anniversary — brought to life at last month’s New York exhibition chronicling the past two decades — we’ve spotlighted the people, brands, and moments that have impacted our community.While the milestone serves as a time for reflection, we have taken a look back at some of the labels that have built an equally culture-defining legacy.For this installment, we break down seven decades of PUMA. Established in 1948 by Rudolf Dassler after parting ways with his brother on a shoe brand they co-owned, the iconic Formstrip logo was patented in 1958 and has since become a globally recognized emblem.From sneaker silhouettes to design technology, we delve into the pieces that have built the foundation of the brand’s acclaim, cementing itself as one of the leading sportswear labels in the industry, as well as a deserved place in the history books.1966: PUMA KINGA footballing staple, the PUMA KING made its debut on Portuguese striker Eusébio as the PUMA KING EUSEBIO during the 1966 FIFA World Cup. With a leather upper and nylon sole construction, its lightweight feel made it a favorite among the best goal scorers and playmakers such as the likes of Pelé, Cruyff, Maradona, and Matthäus. It has since transcended the pitch into the lifestyle realm with revived styles from the likes of Jil Sander, Alexander McQueen, Rhude, and more.1968: PUMA SUEDEIntroduced at the 1968 Mexico Olympics, most notably on Tommie Smith as he raised his fist in solidarity with the American civil rights struggle, the silhouette had initially been named Crack. The PUMA SUEDE then arrived updated in the ‘80s with a wider fit and bigger sole, making its mark on the New York hip-hop and break culture scenes. Decades later, the SUEDE remains a symbol of street culture — celebrated for its timeless style.1973: PUMA CLYDEWhen PUMA started using suede, one of the basketball players who built an affinity for the material was Walt “Clyde” Frazier. The New York Knicks Hall of Famer famously featured it on his signature sneaker with PUMA, which made him the first professional NBA player with his own shoe. Boasting an easy-to-dye suede upper, Frazier was reported to wear a new pair every game. With the likes of Banksy, Noah, Dapper Dan, and many more adding their signature touches to the silhouette, the CLYDE has cemented itself as an icon in the sneaker world.1981: PUMA CALIFORNIAHeading to the west coast, the 1981 PUMA CALIFORNIA references the California Technique of shoe manufacturing that utilizes only two parts: a sole and upper, credited to women during the Civil War. The PUMA CALI that we know now was launched in 2018, and with design roots paying homage to its OG, it finds inspiration from tennis whites with a particular focus on women’s footwear, with PUMA adding its signature upper on top of a brand-new platform sole.1985: PUMA RSThis acronym for Running System was developed by strapping a computer to a running shoe’s heel that analysed data to compare runs, improve performance, and understand how to become faster, more efficient, and competitive.. The RS-Series was the result of this research and vision of achieving its most advanced cushioning with the creation of a Multiplex IV midsole that combined physical and chemical characteristics for better shock absorbency and motion control.1987: PUMA SLIPSTREAMBasketball in the ‘80s ushered in an era of big sneakers. Boasting a high-top build with added support through its leather construction, the PUMA SLIPSTREAM soon became a player-favourite for its stability and protection. Originally released in two-tone colorways designed for college teams, it soon found its base among Japanese streetwear communities at the start of the millennium.1990: PUMA TRINOMICMaking more leaps in footwear cushioning technology, PUMA introduced another advancement with the TRINOMIC. Inspired by the strength of honeycomb, the hexagonal system in the sole allowed it to compress and rebound to effectively withstand impact. This innovative tech was then incorporated into a selection of the brand’s sportswear and lifestyle sneakers, with the likes of Ronnie Fieg and BAPE adding their styles to key silhouettes.1997: PUMA CELLBuilding upon the TRINOMIC system seven years prior, the CELL also presented a visible honeycomb-inspired structure made from polyurethane cells that offered a flexible cushion that outperformed conventional foam soles of the time.1999: PUMA MOSTROFuturism extended beyond its technology in the ‘90s. Enter the MOSTRO of 1999, which, with its futuristic design, represented the experimentation associated with the millennium. Fusing track spikes with surfing shoes, the result was a low-profile silhouette that took Y2K by storm.2000: PUMA SPEEDCATA year after entering performance motor racing, PUMA continued its low-profile design aesthetic with the SPEEDCAT. Merging street style with driving inspirations, its racing roots unlocked a new category for the brand. And with a sleek suede upper and a variety of colorway offerings, it wasn’t long before it became PUMA’s most sold sneaker ever.Honorable collab mentionsYo! MTV Raps (2006), FENTY (2014), KITH x colette (2016), Jay-Z 4:44 Clyde (2017), A$AP Rocky (2024), JJJJound (2025).