The highlight of the year in PUMA’s Running & Training category took place in Doha in Qatar: The IAAF World Athletics Championships. The numerous medals that PUMA-sponsored athletes brought home gave PUMA an unprecedented visibility: over 115 sponsored athletes contended, PUMA athletes won eleven medals, twelve national federations wore PUMA gear, and more than 20 medals were awarded to athletes wearing PUMA apparel. These results proved that our running technologies and innovations work.
A stunning sensation on the track in Qatar was Norwegian hurdler Karsten Warholm, who we had signed in the summer of 2019. The 23-year-old took home the gold medal in the 400m men’s hurdles by beating his opponent with an impressive 0.24-second advantage. He remains the 400m hurdles World Champion. If this wasn’t enough, Karsten also won the Men’s European Athlete of the Year award and was nominated for the World Athletics Awards 2019 as the Male Athlete of the Year.
18-year old Ukrainian high-jumper Yaroslava Mahuchikh claimed the silver medal as the youngest field event medalist in the history of the Championships. To honor her incredible 2019 season, she won the World Athletics Rising Star Award, after she had equaled the U20 World Indoor Record and broke the U20 World Outdoor Record in addition to her success at the World Championships.
More outstanding performances came from American triple-jumper Will Claye, Canadian sprinter Andre de Grasse, Swedish-American pole-vaulter Mondo Duplantis, Jamaican discus-thrower Fedrick Dacres, Cuban long-jumper Juan-Miguel Echevarria, Jamaican 400m hurdler Rushell Clayton, and Jamaican sprinter Shericka Jackson.
Jamaica, PUMA’s long-term partner in Track & Field, was the third most successful federation, winning a total of twelve medals.
In 2019, we launched a new cushioning technology called LQD CELL (pronounced: /ˈlikwid/ /sel/). It is a shock-absorbing compound that is coupled with PUMA’s foam products in strategic locations on the foot to improve stability, softness, and absorption—overall, offering stable cushioning.
The huge benefit of LQD CELL is that it is an extremely versatile technology. Depending on the shoe’s needs, it can be mixed with our proprietary energy-returning foams in different parts of the sole, allowing LQD CELL to work in different ways, and offering various benefits to the athlete.
We integrated this cushioning system in the LQD CELL Shatter, PUMA’s women’s training shoe. LQD CELL Shatter is a provocative silhouette, designed for the bold female athlete. It has a unique midsole shape which offers immediate cushioning and energy return, while the internal heel counter provides additional heel support for training movements.
Needless to say, we provide the same benefits for men. The LQD CELL Tension, PUMA’s men’s training shoe, was engineered for dynamic training and comes in a bold design with prominent colour pops. An EVA-foam (ethylene-vinyl acetate) wrap-up provides lateral support and the TPU (thermoplastic polyurethane) heel clip offers optimal heel stability. The rubber outsole provides maximum traction and durability for the ultimate grip, ideal for high-intensity training.
In 2019, PUMA made waves with two training and lifestyle collections in collaboration with singer, actress, and producer Selena Gomez. The Spring/Summer 19 collection was inspired by Selena’s rise from her hometown in rural Texas to her fast-paced Los Angeles life today, while the Autumn/Winter 19 collection featured rugby-inspired looks and classic silhouettes.
PUMA and international supermodel and businesswoman Adriana Lima debuted a boxing-inspired collection in 2019, featuring classic performance pieces with a streetwear influence. Boxing has been very dear to Adriana for more than 18 years and this passion made her create a collection that not only allows you to perform to your fullest, but also makes you look great while doing so.
All of these 2019 Running and Training events are proof of the fact that PUMA successfully accomplished its mission to create fast products for the fastest athletes out there.