In 2020, PUMA improved its product line-up with several innovations, which consolidated the brand’s position as a reliable partner to athletes and runners alike.

We introduced new cushioning technologies, which are important as we build up to a whole new line-up of running products in 2021. In apparel, we placed special focus on sustainable collections and products with a luxury feel.

In September, PUMA introduced its new line-up of running shoes with a soft launch of the DEVIATE NITRO at the PUMA New York City flagship store. In collaboration with PUMA’s own Mile High Running Club, runners were able to test out the new shoe on treadmills in store and purchase the shoes before the official launch in March 2021. In 2021, the DEVIATE will be joined by three further models – Liberate, Velocity, and Eternity – which will increase PUMA’s visibility in the running space.

Already on the market in 2020, our UltraRide running shoes, presented by Norwegian PUMA athletes Karsten Warholm and Amalie Iuel, offered low weight by leaving out parts of the outsole, but did not compromise on cushioning and responsiveness. Our tried-and-tested LQDCELL and HYBRID technologies were used in a variety of training shoes for both men and women throughout the year, while our SPEED series continued to perform well.

PUMA also created new innovations, such as the XETIC midsole technology, which emerged from a sponsored research collaboration with MIT Design Lab. XETIC was first used in a street-ready sneaker called Calibrate Runner.

On the apparel side, in early 2020 we launched Runner ID, a collection that uses strategically placed 3M™ Scotchlite™ reflective material to make runners more visible in low-light conditions. Our PUMA x FIRST MILE training collection offered our first sportswear line made from recycled plastic, while PUMA‘s Studio collection combined studio and street, aesthetic and attitude, in versatile, “athluxe” products.


Cushioning technology XETIC started a new era by combining the worlds of mechanical cushioning and foam. This ultramodern performance innovation provides excellent comfort for walking: compression in all the right places for step-in comfort. XETIC cushioning is a modified combination of structure and foam, proven among hundreds of virtual patterns to be the most efficient for comfort and rebound.


Crafted to help you perform your best during any workout, the PUMA x FIRST MILE collection includes shoes and apparel made from recycled yarn. The yarn is manufactured from plastic bottles collected in the First Mile network. This network strengthens micro-economies in Taiwan, Honduras, and Haiti, where the bottles are collected.


PUMA’s all-new Forever Luxe performance apparel line was presented by international supermodel and brand ambassador Winnie Harlow. The elevated crossover between fitness and fashion was created with premium, technical styles and delivered the best-in-class look and feel. The pack included a bra, tights, tank, pullover sweat, and a hooded jacket in a sophisticated color palette.


Our UltraRide running shoes reduced weight with outsole cutaways to leave runners with the basic running essentials: cushioning and responsiveness. A light, airy upper and supportive midsole plate merged through a dynamic bridge design and were combined with PROFOAMLITE for cushioning.


Runner ID was a new apparel collection created with the night runner in mind, as 3M™ Scotchlite™ Reflective Material helps make them more visible. PUMA’s running team worked with its innovation partners to give runners a safer option for running in low-light conditions.


PUMA and Swiss apparel technology group X-BIONIC® designed a collection of thermoregulating running gear, which will keep athletes at an optimal temperature during all phases of a run, notwithstanding the conditions outside. X-BIONIC®’s patented 3D Bionic Sphere® with ThermoSyphon® technology warms you when you are cold and cools you when you are warm. X-BIONIC and PUMA received the prestigious PLUS X Award for their first collaboration project.