PUMA launches the new IGNITE Flash evoKNIT as part of the “24/7” collection, the brand’s newest performance proposition for men, featuring Lewis Hamilton. The four-time FIA Formula OneTM World Champion is spearheading the Men’s Training Business, beginning with the 24/7 marketing campaign, which redefines the brand’s performance philosophy in a time when workouts are no longer constricted to the gym.
Lewis Hamilton is the perfect embodiment of the 24/7 training proposition. With his unending travels and insane schedule, he demonstrates just how necessary it is to have a wardrobe that performs from the gym to the street. PUMA has recognized that the city itself can be the gym, track and stage all day, every day, which is how “24/7” came about.
“For me, training is one of the most important aspects of my life, I don’t just do it to be fit, but because my job requires me to. Before every race I need to be shedding pounds, this completely makes the difference between winning and losing. I think it’s so dope to be part of not just the PUMA family, but this campaign, which aligns 100% with who I am,” said Lewis Hamilton.
The all new IGNITE Flash evoKNIT changes the game by including evoKNIT technology, which offers form-fitting comfort for long trainings. The tooling features IGNITE in the heel, providing a lightweight, comfortable, and cushioned feel under the foot. The moulded rubber heel clip is designed to secure the heel and caps off the finishing details.
Available in Red Dahlia High Risk Red and PUMA Black Asphalt from 18 January at PUMA Stores, Totalsports, Take Alot and select retailers nationwide for R1 499