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Founded in Germany in 1948, Puma’s first football boot, The Atom, was worn by several members of the West Germany national football team in the first post-war football match. The Atom was shortly followed by The Super Atom, which featured the first-ever screw-in studs. These days PUMA’s shoes are worn by the fastest man in the world, Usain Bolt, and, as of 2013, they design the Arsenal strip as well as sponsor Bundesliga clubs in their home nation. They do, however, also have a bit of a history when it comes to high fashion collaborations, which is why they’re a regular on the pages of i-D. For the ‘after hours athletes’ their Black Label brings sports fashion fusions with names including Alexander McQueen, Hussein Chalayan and Miharayasuhiro. For those who are more into their Jil Sander range than their Ferrari one, Puma produce all sorts of variations on the classic cut including rainbow coloured animal print sneakers. After all, everyone (except for actual athletes) knows that when it comes to trainers, it’s always fashion over function. Fortunately, Puma cater for both.


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