We were invited to check out the Puma Women Spring 2020 preview event in New York at Center 415 in midtown last week. The event had everything from hot new styles and exclusive products, to cool celebrities.
If it’s one thing we’ve learned over the years, it’s that there’s a handful of elements that separate a good event from a *great* event. It’s not the open bar, the canapés, or the gift bag, it’s immersive and interactive opportunities to create unique sharable content, DIY product customization, and of course, celebrities hanging around super casual (like real low key, when everyone just stays cool and doesn’t swarm them for photos).
Puma Women’s spring preview delivered all of that and more. They divided Center 415 up between the #PUMAxYou customization space and the content creation studios areas by a step and repeat wall and bar area with sneaker-inspired cocktails. Each of the four content creation studios were inspired by key spring sneaker styles like the RISE, Cali Sport, Future Rider, and the LQD Cell Shatter dropping this spring. We started off the evening in the Cali Sport space decked out with iridescent cubes stacked up to reflect light and colour for the perfect fit pic or detail shot of the Cali Glow, before heading over to the LQD Cell Shatter space to catch a few quick selfies of the slick all-black fit with a futuristic mirrored backdrop.
Overwhelmed with content opportunities, we welcomed a break to sit and absorb the a panel of influential women featuring artist DaniLeigh and Chicago Sky basketball player Katie Lou Samuelson. Moderated by sports journalist and broadcaster Taylor Rooks they chatted about their partnerships with Puma and what it means at this point in their career, what it’s like in their respective industries to be a women on the rise, and their personal mantras for 2020.
Just when it seemed all our questions were answered they brought out four-year-old internet sensation ZaZa from Red Carpet Girlz to do a quick survey on what everyone’s favourite colour and animal were. Naturally, she had to show us her favourite dance move, which DaniLeigh and her did in perfect unison before breaking out into a full-blown dance-off on stage.
After the panel, we got some quick air in the RISE studio on a mini trampoline rocking a super spring teal tracksuit surrounded by clouds before ZaZa came over to show us how it was really done.
With Vashtie on the 1s and 2s we caught a vibe over to the Future Rider studio which featured a life-size yellow boom box and pink skateboard, all at our disposal to get the perfect shot.
We had the opportunity to interview DaniLeigh in the space for the Foot Locker Canada social channels, but in case you missed it, here’s our quick five minutes with her.
Sidewalk Hustle: What’s it like working with a brand like Puma?
DaniLeigh: Working with Puma is so dope, one of the best collaborations I’ve done. They support me so much with my music, they threw me a party on my birthday!
SH: How did you begin working with PUMA?
DL: It’s crazy, I met with Puma like in the beginning of my career, I met with Chief, and he was into me before any other brand, so I always hold that. I definitely rock with Puma, that’s how we started.
SH: What PUMA shoe style is your favorite?
DL: I think my favourite Puma shoes are the Cell’s. They look like designer shoes to me and I like the colourways they have on them.
SH: What’s it like working in the industry as a women?
DL: Working in this industry as a women is definitely more difficult, I feel than as a man. But hey it’s lit, I’m so happy to be a women and women on the rise, it’s dope.
After a few quick selfies together we headed past the live mural by NYC artist Jennet Liaw, to spend some time customizing our Cali Sports. With the help of some of their artists, and everything from markers to patches, to tassles and rinestones to choose from, we hunkered down for about an hour to create a truly unique pair of sneakers, perfect for a shoefie on the way out at the end of the night.
From what we saw last week, the future months are looking really bright for Puma, so be sure to look out for RISE, Cali Sport, Future Rider, and the LQD Cell Shatter in stores now.