AW LAB celebrates new PUMA Speedcat colorways with an experience in Franciacorta

Yesterday, amidst the gentle slopes and orderly vineyards of Franciacorta, an event took place that blended fashion, speed, and nature in an unconventional experience. AW LAB and PUMA chose this exceptional setting to unveil the new color variations of the legendary Speedcat, a sneaker rooted in the world of racing that today reaffirms its status as an icon of contemporary streetwear. The experience, designed as a true sensory journey, allowed guests to feel firsthand the adrenaline that has always accompanied the racing soul of the Speedcat. On board quad bikes, navigating dirt paths, hairpin bends, and postcard-worthy views, participants raced through the Lombard countryside, breathing in the bold spirit that animates every detail of the sneaker signed by PUMA.

Born in the 1990s and inspired by the technical footwear worn by Formula 1 drivers, the Speedcat has managed to break down the boundaries between sport and lifestyle. Today it returns to the scene with four new colorways that refresh the legend, with a nod to the latest trends in urban fashion. The sleek, aerodynamic silhouette remains true to the original, but the bold, fresh colors make it perfect for those who want to express personality and speed with every step. The event in Franciacorta aimed to celebrate not just the comeback of an iconic model, but also an attitude: that of those who never stop, who choose a lifestyle that is dynamic, energetic, and authentic. Embodying these values alongside the sneakers are global figures such as Dua Lipa and Rosé of BLACKPINK, international PUMA ambassadors who, with their magnetism, represent the perfect union of aesthetics, talent, and movement.

The new Speedcat sneakers are now available at AW LAB, ready to conquer the streets with the same spirit they brought yesterday to the hills of Franciacorta. More than just a sneaker, they are a bold statement: live every day like a race, with style, courage, and passion.