PUMA has announced it will release its new cushioning technology, LQD CELL on April 4th. The brand will debut the new tech on the sole of its new ‘Origin’ model.
The PUMA Origin is a performance training shoe that features streetwear aesthetics with training function. The shoe uses LQD CELL in the heel and other areas in the midsole to provide stability and support. The models shown here all feature bright colors, with the Origin AR models also featuring a QR-code-like design which overlays a mesh upper.
PUMA has used a hexagonal cell cushioning since the early ’90s, when the brand introduced CELL technology. PUMA even recently brought back CELL, with releases like the Overkill x PUMA CELL Venom. LQD CELL is an evolution of PUMA’s signature CELL technology, with the aesthetic of a streetwear sneaker, but with the built-in technology of a performance shoe – what PUMA deems to be the perfect hybrid of fashion meets technology.
LQD CELL again uses soft yet sturdy hexagonal cells that compress and work with PUMA ProFoam to provide a solid base for the athlete and casual wearer, alike. At this point, LQD CELL is not a full length technology, so the cushioning system is strategically placed on high impact areas of the shoe, such as the heel.
This will be the first time PUMA has launched an original cushioning technology in quite some time, but is there room in the market for it? Already Nike has Nike Air, Free, and now React; while adidas continues to power ahead with BOOST. PUMA’s focus on re-entrance into the NBA and the general mind of the younger consumer has created a solid base for them to launch a totally new tech.
The limited-edition LQD Cell Origin AR will be released this Thursday, April 4 online at PUMA.com and in select retailers worldwide. Retail is listed at $120.