The Monster is Awake:
The Mostro Story
PUMA's Heiko Desens explains the story behind the PUMA Mostro
February 13, 2025PUMA's Heiko Desens explains the story behind the PUMA Mostro
February 13, 2025The PUMA Mostro sneaker is making headlines in fashion magazines and appearing on runways around the world – but few realize it was already a massive hit back in the 2000s. Together with Heiko Desens, PUMA’s Vice President of Creative Direction & Innovation, we took a deep dive into the sneaker’s history, from its origins to today.
To find out why the Mostro, which was first introduced in 1999, still strikes a chord today, we have to look at the trend cycle, Heiko says. In fact, the situation in sneaker fashion today is not so different from the cycle in the late 90s!
Back then, the market was oversaturated with hyper-athletic shoes, and people craved something different – a sports shoe that was comfortable but broke away from traditional athletic design. The Mostro found a unique balance between fitness and fashion. Its unconventional mix of sport-inspired features created an entirely new niche, pioneering the Sportstyle category.
Fast forward to today, and a similar situation becomes apparent, says Heiko. He points to a few dominant trends which have ruled the sneaker scene, leading to a uniformity that resonated with consumers – until now.
As individualism, creativity, the booming Y2K aesthetic, and a love for archival sneakers take centre stage, the tide is shifting. It's about mixing thrift finds with designer pieces, adding self-made graphics – things that feel relevant and personal to this new generation.
⬇️ Join us on a time-travel ride through the Mostro’s biggest milestones ⬇️
While the Mostro may come from our Archive, it’s a fresh discovery for today’s youth, and we grabbed this opportunity.
The Mostro is perfect for today’s youth – those who are a bit edgy, tired of everyone wearing the same shoes, and hungry for something unique.
Just like that, the Mostro is back, perfectly positioned to speak to the individuality of a new generation. And it doesn’t just look good, it’s also great to wear, Heiko says.
It's an extremely comfortable shoe and just feels amazing to wear. Additionally, it's easy to style. I wore it at Paris Fashion Week with the PUMA Mostroverse cargo trousers – cinched at the ankles to let the shoe take center stage – paired with a shirt and a bomber jacket.
