The UK Launch Of PUMA’s Rider Ride On Pack Was A High-Energy Marriage Of Retro And Futurism

Words: James Keith
Photography: David Townhill

A couple of months ago, PUMA launched a revamped and revitalised version of their classic Rider Ride On shoe. The new Rider came in three different forms: the Future Rider OG, the Fast Rider OG, and Style Rider OG. Though each shoe came in a different silhouette with a wholly different function, the overarching theme of the new rollout is the fusion of future and retro or, as PUMA calls it, ‘Futro’. The ‘Futro’ approach was first and foremost reflected in each shoe’s marriage of 20th century function and 21st century style. It’s also something that came through at each stage of the rollout process.

The new Riders were first launched at the beginning of November at ComplexCon where PUMA had constructed an entire theme park they called ‘FUTRO LAND’, again blending modern street culture with vintage theme park iconography. Then, this week (December 3), the PUMA Riders were given their UK launch at TeamSport go-karting track in London Docklands, hosted by Poet and Harry Pinero, and it gave PUMA’s new Riders the high energy introduction they deserved.

Tackling the massive multi-level track, competitors took each other on across the afternoon, gradually reducing their numbers until they had a final 12. After a heated final, the top three racers were awarded their prizes: third place was given a year’s worth of PUMA apparel and new releases; second place was given a console and games; and the number one spot earned two tickets to ComplexCon (along with flights and accommodation), a trophy and the obligatory bottle of champagne. With prizes of that calibre, it’s no wonder competition was so fierce.

After dusting themselves off (and collecting their prizes if they were lucky enough), the night’s selectors—DJ Abstract, DJ Chennessey, and Star. One—took to the decks and the revelry kicked off in style with mouth-watering wings supplied by Wing Stop and plenty of drinks, while the ‘FUTRO’ theme again reared its head with old-school arcade games sitting side-by-side with the latest edition of FIFA.

As the 2010s draw to a close, the launch of the PUMA Riders, and the ‘FUTRO’ approach they’ve put front and centre, are the perfect end to the decade that still casts an eye towards the future.

The PUMA Rider Ride On Pack is available now at size?.

Posted on December 09, 2019