PUMA celebrates its brand new Velophasis trainer with the launch of next-gen, music-focused initiative, ‘Velophasis Sound’.

In anticipation of the upcoming launch of PUMA X Pleasures Overdyed Velophasis, the sportswear giant has just announced ‘Velophasis Sound’. Spread over three key events, PUMA will be providing a platform for a handful of the hottest talent in music today. For sneakerheads and music lovers alike, it’s a must-visit this summer.  

 

PUMA will be bringing some of the industry’s favourite new faces to perform at the pop-ups, including Glasgow-based DJ and producer Taahliah, dreamy singer-songwriter Chi Virgo, rising rap star Len and singer of viral hit, “Cola”, Willow Kayne. PinkPantheress’ DJ Jjess and Tion Wayne-collaborator Highlyy will also join PUMA’S fresh picks. 

 

Velophasis Sound will first take place during Paris Fashion Week, as part of the capital’s Fete de la Musique lineup, on the 21st of June with additional details to be released later throughout the summer.

The latest Velophasis iteration sees the hybrid 2000s style shoe reimagined through full purple overdyeing process by Californian brand PLEASURES.  The treatment gives the shoes a pre-worn look, so there’s no fear of the overly-fresh crep. Blending the technical elements of the Velophasis with an understanding of music subcultural codes, they’re a versatile addition to any trainer lover’s collection.

 

We’ll also be partnering with PUMA this summer on three events, so watch this space for more info. The PUMA x PLEASURES OVERDYED VELOPHASIS is available from June 24th from PUMA.co.uk, PLEASURES.com, PUMA flagship stores, and selected retailers.