PUMA has partnered with multi-media street influencer BLACKRAINBOW to launch the PUMA R698 and R698 LTWT, a limited sneaker release highlighted around one of PUMA’s most iconic Running styles:  the R698, on April 12th, 2013.

Based in Paris, BLACKRAINBOW was founded in 2006 by dynamic duo, Jay Smith and Greg Hervieux.  Today the BLACKRAINBOW empire is comprised of the BKRW shop, magazine, website, creative agency, and label.  It is a multi-media company based on vision, with a DNA of street culture, art, fashion, and sports.  BLACKRAINMBOW’s Smith and Hervieux are trend hunters for all things original and innovative and are recognized as trailblazers within the streetwear industry.

The collaboration between PUMA and BLACKRAINBOW was one inspired by the future and mutual respect for the classics.  Linking the future to the past was key for Smith and Hervieux, as was the idea of mixing it up within the digital domain.

Describes Hervieux, “We take part in street culture and in the digital arena.  With this project we wanted to take earth-like qualities such as the camo-inspired colorway and add digital details like the printed 3M to the future shoe.  We brought this to life in a short video teaser we produced that will be featured online closer to the release of the shoes.”

“These shoes are a message to say that even if you are changing and evolving, you have to remember where you came from,” states Smith.  “Sneakers are a part of street culture and it is just pure fun and we are happy to have been part of this project.  Two shoes, two different jobs, yet both styles are unique and strong coming from the same roots.”

The PUMA R698 is a shoe that hit the ground running in the 1990s and built its credibility through PUMA’s Trinomic technology.  The PUMA x BKRW R698 OG is heavy on heritage yet light on weight with the R698 LTWT.  Inspired by forest green, camouflage and earth tone materials on both styles, the R698 LTWT is a hybrid with an original R698 upper with a FAAS sole.  Futuristic details on the lightweight version also include microfibers and ripstop materials, and an aqua blue sole.