Today, PUMA launched the next evolution of the FUTURE cleat franchise. Taking you into the future of soccer, PUMA will unveil its new cleats at the global FUTURE event in Paris. The launch event will be hosted by Neymar Jr., who will be searching for the game’s next star, while aspiring players from around the world will have the chance to compete in front of the Brazilian superstar to become PUMA Football ambassadors in 2023.
The FUTURE soccer cleat represents the future of innovation and technology. This cleat is all about pushing the boundaries of what can be done on the field—and doing it in style. The new FUTURE features a radical redesign engineered for maximum agility. The new edition features an innovative FUZIONFIT360 double-mesh upper and incorporates PUMA’s exclusive PWRTAPE technology to enhance support with a spatially adaptive fit, so you can focus on driving the opposition crazy—whether you play with or without laces.
“The introduction of PWRTAPE technology is an exciting innovation. The placement of PWRTAPE is based on data collected by measuring pressure forces on the upper part of the soccer cleat during a variety of fundamental soccer movements, including acceleration, running, cuts, and kicks,” said Florian Nemetz, Senior Product Line Manager for Team Sports Footwear. “PWRTAPE was then integrated in a zigzag pattern, providing definitive support in areas of higher stress. This offers our athletes maximum lockdown support, allowing them to move without limitations when performing essential movements on the field.”
To allow athletes to unleash their creativity, FUTURE features 3D textures designed in key contact zones to enhance grip and ball control during passing, dribbling, and shooting. Another new upgrade to the FUTURE is a new midsole that features a specialized composition designed for maximum traction and stability.
The “Dual-Density Motion System Outsole” features a PEBAX compound in the heel for stability and explosive energy transfer, combined with flexible TPU in the forefoot for greater flexibility during sudden changes of direction. Paired with a lightweight Nano Grip insole, this technology minimizes foot slippage inside the cleat, allowing you to maintain energy transfer during explosive movements.
“The FUTURE continues to evolve. I need cleats that are comfortable and allow me to move nimbly in all directions. The new FUTURE is even more sturdy and adaptable, which helps me make quick cuts when dribbling with the ball, so I can play without restrictions,” said Neymar Jr. “The launch of the new cleats is also a wonderful moment, because we’re seeking the FUTURE of our game by giving anyone the chance to compete in our FUTURE challenge, so they can become a member of the PUMA family.”
Designed with women in mind, the new FUTURE Women’s fit is based on the volume, height, and shape of the women’s anatomical forefoot, for a high-performance fit that puts women first.
The FUTURE will be worn by Neymar Jr., Julia Grosso, Dzsenifer Marozsán, and James Maddison. As a step toward the future, the upper of the FUTURE is made of at least 30% recycled material.
The PUMA FUTURE Supercharge edition will be available for pre-order starting January 12 on PUMA.com, at PUMA stores, and at specialty soccer retailers. The FUTURE will launch globally on January 19.
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PRE-SALE: January 12, 2023, 9:00 a.m. CET
ISD GLOBAL: January 19, 2023, 9:00 a.m. CET
CONTENTS
IMAGES:
FUTURE Supercharge Product Images
FUTURE Supercharge Player Images
VIDEO CONTENT:
Link to the "Tech Video" on YouTube –https://youtu.be/Q7-Iu3wpw-I
Embedded Link from "Tech Video" – <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/Q7-Iu3wpw-I” title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen>
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Media Contact:
Luke Haidarovic – Senior Manager, PR Teamsports – luke.haidarovic@puma.com
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ENGLISH VERSION
PUMA AND NEYMAR JR. TAKE YOU INTO THE FUTURE OF SOCCER AND HOST A COMPETITION TO FIND THE NEXT AMBASSADORS
PUMA has today launched the next evolution of the FUTURE soccer cleat franchise. Taking you into the future of soccer, PUMA will launch the new cleat at a special FUTURE World event in Paris. The launch event will be hosted by Neymar Jr. as he searches for the next rising star of the game, and hopefuls from around the world will have the chance to compete in front of the Brazilian superstar to become PUMA Football ambassadors for 2023.
The FUTURE soccer cleat embodies the future of innovation and technology. The cleat is all about pushing the boundaries of what’s possible on the field, all while doing so with style. The new FUTURE features a radical redesign engineered for ultimate agility. This new edition boasts an innovative FUZIONFIT360 dual-mesh upper and incorporates PUMA’s exclusive PWRTAPE technology to enhance support for a cutting-edge, adaptive fit—so you can focus on driving the opposition crazy, whether you’re playing with or without laces.
“The introduction of PWRTAPE technology is an exciting innovation. The placement of PWRTAPE is based on strain data collected by measuring strain forces on the upper of the boot during a variety of key soccer movements, including accelerating, running, cutting, and kicking,” said Florian Nemetz, Senior Product Line Manager for Teamsport Footwear. “The PWRTAPE has been integrated in a zigzag pattern to provide targeted support in high-strain areas. This gives our athletes optimal support and an ultimate locked-in fit, allowing them to move freely when performing key movements on the field.”
To help athletes unleash their creativity, the FUTURE features engineered 3D textures placed in key contact zones to enhance ball grip and control during passing, dribbling, and finishing. Another new upgrade to the FUTURE is an all-new outsole with a split composition designed for ultimate traction and stability.
The Dual-Density Motion System Outsole features a PEBAX compound in the heel for stability and explosive energy transfer, combined with a flexible TPU compound in the forefoot for enhanced flexibility during sharp changes of direction. Paired with a lightweight Nano Grip sockliner, this technology minimizes foot slippage inside the boot, allowing you to maintain power transfer for explosive movements.
“The FUTURE continues to evolve. I need a boot that feels comfortable and allows me to move quickly in all directions. The new FUTURE feels even more supportive and adaptive, which helps me make quick cuts when dribbling with the ball, so I can play without restraint,” said Neymar Jr. “The launch of the new soccer cleat is also a special moment because we’re seeking to discover the FUTURE of the game by giving anyone the chance to compete in our FUTURE challenge to become a member of the PUMA family.”
Designed for women, the new FUTURE Women’s fit is based on the anatomical shape of a woman’s foot in terms of volume and instep height, delivering a high-performance fit that puts women first.
The FUTURE will be worn by Neymar Jr., Julia Grosso, Dzsenifer Marozsán, and James Maddison. As a step toward a better future, the upper of the FUTURE is made from at least 30% recycled materials.
The PUMA FUTURE Supercharge edition is available for pre-order starting January 12th at PUMA.com, PUMA stores, and specialty soccer retailers. The FUTURE will then be released globally on January 19th.
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PRE-SALE: January 12th, 2023, 9:00 a.m. CET
GLOBAL ISD: January 19th, 2023, 9:00 a.m. CET
CONTENT
IMAGES:
FUTURE Supercharge Product Images
FUTURE Supercharge Player Images
VIDEO CONTENT:
Tech Video YouTube Link –https://youtu.be/Q7-Iu3wpw-I
Tech Video Embed Link – <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/Q7-Iu3wpw-I” title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen>
###
Media Contact:
Luke Haidarovic – Senior Manager, PR Teamsports – luke.haidarovic@puma.com
