PUMA Makes a Pitstop in London for Speedcat Customs Event
Find out what went down at the garage-inspired workshop.
Last week, PUMA teamed up with Hypebae to host a special event that honored the iconic Speedcat sneaker. From video gaming to fashion customization, it aimed to immerse guests into the world of street racing, a subculture that has long been associated with the ‘00s revival silhouette.
Now considered one of the hottest shoes of the moment – according to Lyst’s recently released Q3 index report – the sneaker’s dedicated event garnered the attention of over 600 sneakerheads across London. So much so that attendees began securing their spot in the queue nearly four hours before doors opened.
The event took place in Shoreditch, where steel frames and industrial interiors lent perfectly to the garage-inspired affair. Along the walls, racks of wheels, racing flags, and pallets holding tool boxes were designed to dress the venue in red, black, and blue tones, complimenting the new Speedcat colorways. The real showstopper, however, was the Nissan Skyline R34. Staged in the center of the space, the famous The Fast and the Furious car was plastered with branded stickers while the trunk overflowed with sneakers.
As soon as the doors opened, guests began exploring the space, snapping pictures in front of the displays and lining up for a go on the arcade racing games. Second-hand clothing seller 212 Vintage was also on the scene, giving out free PUMA garments that could be customized with graphic stickers and badges. While some opted for sweatshirts and T-shirts, others personalized retro racing jackets in the spirit of the Speedcat.
“I love the sporty yet feminine shape of the sneaker,” said pop singer Ella Eyre at the event. Sharing how she plans to rock them on stage, Eyre added, “I’m really into lots of layers at the moment so to have it popping out of a big flared trouser would really top off my outfits.” Meanwhile, creative director of Dela Studios Daisy Deane said, “I’m going to wear them with a sheer knee-high sock, a poofy skirt, and a football top, which totally mixes the sporty aesthetics but it works so well.”
To end the night, PUMA handed out free pairs of Speedcats and tote bags as well as pages of stickers that guests could use to customize their clothes at home.
Take a look back at what went down in the recap video above.
Be sure to shop the PUMA Speedcat on the brand’s website, global stores, or partner retailers now.
