Puma Designs Its New Inverse Sneaker With Help From AI
Puma is releasing a new sneaker replete with archival model nods that was designed with help from artificial intelligence (AI).
Arriving before month’s end is the Inverse, a sneaker that Puma described as an “AI-made concept built on performance models” from its archive. Specifically, Puma stated the Inhale silhouette was “the archival observation,” AI was the “artificial interpretation” and its designers provided “human refinement” to create the Inverse.
“Inverse is a deep dive into a new design mindset,” Puma lead product line manager Scottie Gurwitz said in a statement. “Our goal was to bridge the human experience with experimental technology. AI doesn’t abide by the same rules as human designers, and that can help us see things in new ways and be a good experimental tool for us as we move through the design process.”
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Though this look is inspired by Puma’s heritage sneakers, there is more newness to the Inverse than just the AI design help. For instance, it features a midsole cage and the brand’s ProFoam midsole cushioning. The debut colorway was executed with red mesh uppers with dark amethyst and black accents throughout.
The campaign promoting the Inverse, too, was created with AI help. Puma stated it was supported by 3D and generative AI specialist Leilanni Todd of Floam World “who depicts the innovative Inverse inside a world of elevated product imagery.”
“In our design process, AI is very new in terms of our creative exploration and in terms of communicating ideas,” Heiko Desens, Puma global vice president of creative direction and innovation, said in a statement. “At first there was a feeling of uncertainty about the impact of it to our community, but the fascination and new possibilities have taken over. I am stunned by the granular level of the output, and as creatives, we have a new precision tool to level up our design work.”
The Puma Inverse arrives Dec. 7 via Puma.com, at the brand’s flagship stores and at select retailers.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
