Sports company PUMA is adding a progressive new design to its popular Rider franchise with the addition of the Wild Rider. Its premium design is inspired by the movement and motion of city life – always going forward, further, faster and beyond.

The Wild Rider brings PUMA’s selection of ‘Futro’ styles to the next level – referencing different decades, mixing them up and combining them with modern technologies and construction techniques. The Wild Rider pushes the Rider product language forward, evolving it with fresh layers of material and futuristic circles at the midsole.

Taking archive inspiration from the Easy Rider II OG, the design is a ‘collage’ of past and future melted together, seen in the debossed concave holes on the midsole and a rubber midsole wrap with embossed studs. This silhouette brings a whole new dimension to the Rider family, featuring hints of vivid, almost industrial colours like royal blue, a nylon upper with suede and premium leather overlays, TPU details on the eyelet and heel, a terry towel lining, deco stitching on upper and the signature Rider foam.

The heel has a series of unique design finishes including a formstrip that flows into a heel pull, a hairy suede overlay and “Designed by PUMA” emblazoned across the back. The back of heel juts out, further playing on the idea of motion, which serves as inspiration for the shoe.

Retailing for R2 199, the Wild Rider will be available from PUMA.com, PUMA Select stores, X-Trend, Archive, Shesha, Superbalist, Madaiza, WE ARE EGG and select retailers from 14 April.

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Urban Lifestyle is a blueprint of what modern day South Africa is all about. It showcases different lifestyles and how people interact through them. It aims to open up industries to anyone aspiring to change the game, whether by influencing it or recreating how it is viewed.

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