Yesterday in Brooklyn, NY PUMA launched its PUMA CELL franchise at the highly curated and immersive cultural festival, Hypefest.

The launch of the CELL franchise saw PUMA drop exclusive colorways of the PUMA CELL Endura and Venom designed in collaboration with Mita Japan founder and creative director Shigeyuki Kunii. The exclusive styles designed for Hypefest include brand new edits to the OG classic. The CELL Endura features a new breathable mesh upper with Suede and PU overlays and a sleeker toe shape, while the CELL Venom has both a Suede and leather upper. Both iterations come in an Asphalt colorway with hits of fluo green.

During the day visitors to the PUMA booth were granted access to the PUMA CELL Lab where they participated in design sessions giving them a chance to design their own version of the CELL styles. A winner was announced and given the prize of $4,000 and a year’s supply of their shoe design. Other happenings included appearances by streetwear designer Rhuigi, Youtube sensation Brad Hall, artist development maven Lola Plaku and Mita Japan founder and creative director Shigeyuki Kunii. PUMA revealed their future CELL collaboration lineup for 2019 including partnerships with BLENDS, Rhuigi, Scuderia Ferrari and Mita Japan. Also featured is the friends and family MCM x PUMA CELL. 

Design sessions and a second winner will occur on Sunday, October 7th as well.

images: Ryan Millier

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