Verge brings it back to the 90’s with Puma

During the 90s visible running technology boom, sports brand PUMA innovated to create PUMA CELL Technology, one of the most durable and resilient cushioning technologies of the day. Twenty years later, we celebrate by reissuing a classic from the PUMA Archive: the CELL Endura.

In 1998, PUMA introduced the first iteration of CELL Technology for stable cushioning. Stability came from blow-molded polyurethane elastomer (TPU) that was configured in a pattern of hexagonal cells. Combinations of these cells allowed us to engineer cushioning and solve for a variety of running needs.

The CELL Endura was PUMA’s pinnacle model in the CELL range. With the times going full circle and the 90s being back in fashion again, the OG has returned in its best form yet on the eve of the PUMA CELL’s 20th anniversary.

With distinctive eyelets, a chunky silhouette, and its green CELL Technology, the CELL Endura has stayed true to its OG glory, updated purely with new materials and new production techniques. It maintains the running tech detailing of the original model along with the rubber toe cap plus a unique eyelet stay for the laces. The sneaker’s last was referenced from the PUMA Archive and reworked to create a sleeker toe shape. The original CELL Endura was hand-stitched but this version has evolved with the times and features digital stitching. A breathable mesh upper with suede overlays and PU coated leather overlays cover the upper which sits atop an EVA midsole and rubber outsole.

The CELL Endura drops on October 4th in leading sneaker stores, PUMA.com and PUMA stores worldwide.

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