Hot Sneaker Drop - Run The (India) Streets With PUMA Limitless

New age sneakers need to cater to the new age—their domain shouldn’t be country club tennis courts and jogger parks, their domain is the streets. The urban landscape calls for comfort against the rough concrete, speed when you need to book it, and true class, not some Johnston & Murphy whose sleek leather can’t survive a day outside the carpet of a 35th floor office — we’re talking Teflon tough with smooth flow on the soles and the eyes.

That’s why PUMA wants you to claim what’s yours and ‘Run The Streets’ with their latest sneaker drop, IGNITE Limitless. This isn’t active wear and sure as hellfire isn’t your granddad’s trainers, this is The Weeknd gliding down the streets of LA each step steady, exuding the confidence of ‘small-time to starboy – from making mixtapes at 65 Spencer, Toronto, to driving a Lamborghini in the city of the Angels’.

Sharp eyes caught the first and brief glimpse of The Weeknd repping PUMA’s debut IGNITEs in the Starboy music video; and now the whole of Africa is bumping to the IGNITE beat, as rappers Nasty C and Gigi Lamayne strut the alleyways of Cape Town with PUMA’s Rolo Rozay and Hip Hop star Mashayabhuqe KaMamba asserting themselves and making the streets that made them, theirs. That’s why this sneaker drop is tearing up the sneaker scene like The Weeknd tore up that bank in False Alarm.

Sneaker Specs

We’re talking about 3 M reflectivity on the heel and tongue, which means when you need to hustle up, run and maybe jump a fence or two there’s no blister on your heel, just smooth flexibility. No more tiptoeing through puddles when it rains, the PU-sealed toe cap keep the water out and the reinforced midfoot cage gives you a steady stance on your terrain, whether your city’s snowing or the courts are slippery.

And when you jump out of a lady friend’s window or come down hard from a lay-up, the IGNITE FOAM midsole is designed to disperse the impact, saving your knees from that rough shudder. Moreover, your ankle’s got full support drawing from the stability cage and four-way stretch neoprene clamshell construction. If you’re wondering how all these components work in one shoe, without it looking like you’re wearing Hummers on your feet, well, that’s because class just met aesthetics.

If you’re lazy, get a lazy shoe. If you want to claim your streets, claim them with exaggerated proportions and a seamless street symphony of detail. Oh, and keep your eye out for ‘Run The Streets’ India, because PUMA and Homegrown are gonna go just as hard as LA and South Africa to reclaim our own streets.

IGNITING Our Streets

People don’t know our street culture, now it’s time for us to expose what it is to be street in India and put that slack-jawed look of surprise on the world’s face. To graffiti the off-white, plastered walls of Bandra with Bowie quotes on the 10th of January. To cut class early to bang up your board at Social’s skate pool. To go see ‘slum rappers’ like Dopeadelicz pull themselves into a better life with each word they spit. We don’t appropriate, we innovate, we make what we love ours, and we love our streets.

We have brands looking out for Indians who want to express their reality — Huemn, NorBlack NorWhite, Abhishek Patni, Runaway Bicycle, Nicobar, Olio, Pero and the list goes on — what we lack are shoe brands that complement and add to our image. Other sneaker brands brought up our nascent sneaker scene, but they tried to give it a voice; Puma has created the IGNITEs not with the intention of giving us a voice, but instead allowing us to choose our own voice, and our streets.

Check out this sneaker head already making IGNITEs a part of our streets.

It’s time to move your old shitkickers to the closet and to lace up with PUMA’s loud new IGNITEs. The quickest way to grab a pair from the debut drop is just a click away. Remember when it comes to claiming your streets, your options could be Limitless.