#Paris #France #PUMA #Salehe Bembury #VELUM

PUMA and Salehe Bembury to Launch VELUM at Paris Fashion Week

PUMA continues to innovate in the fashion and footwear industry with an exciting collaboration with designer Salehe Bembury. The partnership will debut with an immersive event in Paris, scheduled for June 25, 2025. This unique experience aims to celebrate not only the launch of their first lifestyle shoe, VELUM, but also to provide attendees with a deep understanding of the creative processes behind the product.

As a highly regarded designer with extensive experience in luxury fashion and sneaker branding, Salehe Bembury has earned recognition for his innovative designs that draw inspiration from nature. His latest creation, VELUM, represents the culmination of this vision, combining PUMA's proprietary NITROFOAM technology with Bembury's signature organic aesthetic and advanced functionality. The event will serve as the world's first showcase of VELUM, allowing guests to witness firsthand the evolution of this fascinating product through installations and displays.

The event kicks off at 12 PM local time on June 25 with an exclusive pop-up sale of 100 pairs of the VELUM shoe, providing a rare opportunity for fans and fashion enthusiasts to secure a piece of this unique offering before the general release. Bembury himself is expected to make an appearance, engaging with attendees for meet-and-greet opportunities and signing sessions.

Over the course of the three-day event, visitors will also experience the harmonious blend of nature and technology that defines Bembury's design philosophy. The central exhibition area, modeled after a futuristic lab, will display VELUM as if it were a centerpiece to be investigated. The venue's walls, floor, and ceiling are designed to evoke organic textures, enhancing the immersive atmosphere while encouraging attendees to explore the product's intricate details.

In addition to the VELUM launch, PUMA will also feature the reconfigured installation elements from the H-STREET launch event held earlier this year in Seoul. Attendees will have the unique opportunity to preview a new low-profile silhouette, showcasing the cutting-edge details of the shoe ahead of its official release.

Event Details

• - Title: PUMA x Salehe Bembury Brand Experience Event
• - Location: 18 Rue Saint Gilles, 75003 Paris
• - Schedule:

June 25, Wednesday
12:00 PM - PUMA x Salehe Bembury Pop-Up (Limited Sales)
3:00 PM - 7:00 PM - PUMA HOUSE Open to the Public

June 26, Thursday
11:00 AM - 7:00 PM - PUMA HOUSE Open to the Public

June 27, Friday
11:00 AM - 7:00 PM - PUMA HOUSE Open to the Public

About PUMA

PUMA is one of the world's leading sports brands, focusing on designing, developing, selling, and marketing footwear, apparel, and accessories. For over 75 years, PUMA has accelerated the progress of sports and culture through groundbreaking product developments tailored to athletes seeking speed. The brand caters to various sports categories, including football, running, training, basketball, golf, and motorsports, while also offering lifestyle products inspired by each sport's vibrant culture. Through collaborations with renowned designers and brands, PUMA expands the allure of sports into the realms of fashion and street culture. The PUMA Group operates globally with a presence in over 120 countries and employs approximately 20,000 people worldwide. For more information, visit PUMA.

About GO WILD

Launch in 2025, PUMA's largest global campaign, GO WILD, emphasizes the message that sports' worth is not solely in victory but in the enjoyment of authenticity and self-expression. Through this campaign, PUMA encourages athletes in various fields, from running to basketball and soccer, to embrace a new perspective on sport that goes beyond conventional boundaries.
Visit the campaign site: GO WILD
View the campaign video: YouTube Link
Listen to the GO WILD podcast with PUMA ambassadors like Usain Bolt: GO WILD Podcast