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Puma Targets Lovers of Fast Food and Fast Cars

This summer, Puma is serving up a collaboration aimed at fast food lovers everywhere.

On Tuesday, the athleticwear brand announced a joint collection with White Castle. The iconic burger joint, which boasts 360 stores across the U.S., is famous for serving up America’s most well-known slider since 1921.

Dropping June 25, the new line was created to celebrate White Castle’s 100th birthday. Puma has tapped aesthetic elements from the restaurant’s recognizable product packaging in creating a line of clothes and shoes to commemorate the occasion.

Two footwear styles, the classic Puma suede and the Future Rider, have been reimagined using White Castle’s blue-and-white color palette. Bright cerulean accents, pops of orange, and signature castle imagery, proliferate across the two shoe styles, which feature contrast stitching for emphasis. The Puma suede’s upper is embossed with a brick-like pattern reminiscent of White Castle’s store walls.

The collection also includes a hoodie featuring the White Castle logo, co-branded shorts and an assortment of graphic T-shirts peppered with Puma cats and castles in equal measure. The line, which retails for $35-$90, will be available on Puma’s e-commerce site and New York City flagship store, and online and in store at Foot Locker, Champs, Footaction and Eastbay. A second collection is already in the works, the duo said, with plans to drop in September.

For those who are fans of fast cars rather than fast food, Puma has released a new footwear style with Ferrari. The Ferrari ION F sneaker, released this week, adds to the company’s fashion offering, which includes T-shirts, sweatpants and hoodies manufactured by Puma and bearing the Italian luxury car maker’s name.

Puma said the latest addition to the line pulls inspiration from the Italian factories in Maranello that construct the iconic sportscars, and designers were inspired by the aerodynamics and engine boost of the cars along with Ferrari’s prancing horse logo.

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The ION F shoe harnesses some of the Ferrari SF90 Stradale sportscar’s most recognizable features, from the shape of the reflective TPU panel on the shoe’s heel to the polyurethane foam that wraps around the sneaker’s midsole, which was inspired by the car’s front spoiler. Meanwhile, a sleek mesh upper with a knitted sock construction is complemented by magnetic fit-lock buckles. The shoe is available in black and red on Puma.com and Ferrari.com, as well as in select Puma and Ferrari stores for $450.

“The range is inspired by the connection of the curves of Ferrari cars and the human anatomy highlighting the link between clothing, car and body design choices that translate into a robotic outlook,” Puma said in a statement. “The capsule is an act of translation, both visual and functional. It originates in the iconic design of well-known Ferrari cars, that have been studied, dissected, morphed and ultimately turned into wearable items.”

While Puma’s latest collaborative releases center on branding and design, the company has also rolled out a number of sustainable material innovations this month.

A new midsole foam made from sugarcane, dubbed Better Foam, will be used in footwear releases beginning this summer, it said. The compound contains at least 35 percent bio-based materials which are derived from sugar cane, replacing non-renewable polymer-based EVA, which makes up most shoes’ midsoles. Sugarcane also absorbs carbon during its growth process, thereby cutting the Puma’s carbon footprint. The parts of the plant that aren’t destined for food production are blended into traditional plastic-based foam to create the new cushioning compound.

The first sneaker to get the Better Foam treatment will be the Emerge, a performance training shoe that will be available through the Puma’s channels starting July 1. Additionally, it released the Caven and the Jada, two casual sneakers made with 20 percent recycled uppers and laces.

The Caven pulls inspiration from ‘80s basketball sneaker styles, while the Jada is reminiscent of classic tennis shoe styles. Earlier this spring, Puma rolled out plans to infuse nine out of 10 products with more sustainable materials by 2025 as a part of its goal to make its entire forward-looking product range more sustainable.