Puma Tsugi Lab, London.

To celebrate the release of one of Puma’s latest design, the global sport brand organised a private event in London to reveal the Tsugi Shinsei, as part of the Run The Streets campaign. A selected number of footwear lovers got the opportunity to discover the story behind the design inside the Tsugi Lab, while having a traditional Japanese themed dinner.

The event consisted in a presentation of the all-new TSUGI silhouette which incarnates the fusion of modernity, technology and traditions, with a hint of Japanese influence. Named “SHINSEI”, which means “REBORN” in Japanese, this new model features the brand’s most innovative running cushioning technology: the Ignite Foam. Puma took it a step further with a minimal sock construction as well as a unique lacing concept for a progressive look and extra comfort. Check out the photo recap of the night below…