With its latest lifestyle sneaker, PUMA is embarking on a new experimental path informed by its archival designs. The new PUMA Inverse was conceived with the aid of generative artificial intelligence (AI) and refined with human-made finishing touches.

The design began with the Y2K-era PUMA Inhale, originally introduced in 2000 and recently revived under the brand's collaborative line with rapper A$AP Rocky. From there, generative AI tools were used to reinterpret and iterate on the design with new features.

Compared to the archival reference, the Inverse boasts a much sleeker profile and a mesh-forward materiality. Curvilinear overlays enhance the model with an aerodynamic look and the midsole cage provides a technical sensibility to the visual character. The inaugural colorway delivers the heat with a firey red mesh upper, along with black and amethyst purple accents throughout.

Lead Product Line Manager Scottie Gurwitz shared, “Inverse is a deep dive into a new design mindset. 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.”

The PUMA Inverse launches today from the brand's official web store, PUMA flagship stores and selected retailers.

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