PUMA has signed strategic brand ambassadors over the past year. With the likes of Neymar and Winnie Harlow announced in 2020, PUMA continues to grow their brand through these partnerships. Their latest signing is the famed French DJ and producer, William Sami Étienne Grigahcine, known by his stage name as DJ Snake.
Known for pushing the boundaries through his music and style, DJ Snake has joined as an ambassador for PUMA’s latest sneaker franchise, the PUMA Mirage. The sneaker was reimagined in 2020 from the PUMA archives, revamped with a new perspective on street style. The Mirage OG was released more than 50 years ago as a lightweight track and field shoe.
DJ Snake is a well-known artist and DJ of the modern generation. After having received international status in 2013 with the hit “Turn Down for What,” he quickly rose to become a top 10 streamed artist of all time. DJ Snake’s global impact on modern music culture is undeniable, having partnered with the likes of Selena Gomez, Justin Bieber, Cardi B and more.
For the PUMA X DJ Snake collaboration, the sneakers has once again undergone a transformation. Drawing on inspiration from the world of DJs and electronic dance music (EDM), the Mirage Tech is part of PUMA’s growing Futro styles. This is a match up of retro and futuristic inspiration – future and retro.
With a refreshed design, the Mirage Tech features a trippy colourway, with a mix of eye-catching materials along with futuristic elements. These take its cues from the lights, energy and atmosphere from the EDM scene.
The Mirage Tech will be available online at PUMA.com, as well as in stores at PUMA, sportscene online, The Cross Trainer, Side Step, Shesha, Superbalist and more. As with the Neymar collaboration, one can only wish for great drops from the duo.
The PUMA X DJ Snake Mirage Tech is set to drop on 15 March. It will carry a retail price of R1,899. Additional colourways and new Mirage designs will release throughout 2021.