Get the Look: PUMA x Hello Kitty & Friends
Pop Culture Crew
Read more
Heikos Hype Highlights:
The PUMA Must-Haves for SS25
Heiko Desens talks about what's shaping Sportstyle Hype this season.
April 10, 2025Heiko Desens talks about what's shaping Sportstyle Hype this season.
April 10, 2025Heiko Desens, our Vice President Creative Direction & Innovation, talks about cultural shifts, the PUMA must-haves for SS25 and Sportstyle hype to get you ready for the sunny season!
Beyond Trends: The Power of Cultural Shifts
Fashion is constantly evolving, but according to Heiko, there are two key forces at play: fleeting trends and major cultural shifts.
Heiko, what are the trends for SS25?
Heiko: Trends are disloyal; they don’t build lasting customer relationships. Chasing short-lived trends erodes authenticity – if you follow every passing hype, you become someone else every season. That’s not a sustainable brand strategy for PUMA. Major cultural shifts are what truly matter to us. We’re looking for cultural shifts that fit our brand identity.
Every brand wants to claim they’re shaping trends, but it’s more complex than it seems. We want to create something that lasts longer than just a season. And the chance to do that is significantly higher if you have a strong archive and a clear understanding of your brand’s history and DNA.
If you spot big cultural shifts early, you can use your strengths to build real, long-lasting hype around your product and continuously elevate the brand. But it has to come naturally—hype only feels genuine when the product fits the brand and the moment. Right now, we’re seeing a shift away from over-designed shoes to simpler, more classic low-profile silhouettes – and we’re driving the hype here because we recognized the momentum and our fitting DNA.
So, what is the current cultural shift for PUMA?
Heiko: People are focusing more on body shaping, health, nutrition, wellbeing and mindfulness than ever before. Self-Optimization is THE GOAL. This shift is reshaping industries, it’s said to be the biggest market of the future and for us, it’s a huge opportunity to claim this space for ourselves.
What opportunities does the shift toward self-optimization hold for PUMA?
Heiko: When I think back ten years, it was very clear that professional runners focused on performance – high-tech was crucial, but looks were secondary. Today, more and more runners, even the hardcore ones, are focusing on styling as well. The colors, silhouettes, the socks all have to match the shoes and look professional.
It’s not just about performance anymore; the overall look matters.
The same shift is happening in the gym. People used to wear their oldest, beat-up clothes to avoid ruining their good gear. Now, for younger generations, the gym is a stage, and it’s all about having fun, feeling good but also looking good. And of course, that’s a great opportunity for us.
Let’s dive into the PUMA products set to drive the hype this season!
We’re Running the Show
In line with the cultural shift towards self-optimization, Running is gaining unstoppable momentum. Spring is the time when many kickstart their workouts again, getting in shape for summer. But it’s no longer just about the sport—it’s about the culture around it.
“Running is one of the biggest hypes for us right now. As more people take up sports to get fit for the summer, the running culture is booming. Run clubs are growing, and new fresh, functional designs emerge. It’s not just about style, it’s also about functionality, but styling is definitely becoming more important this spring and will also influence lifestyle trends.” Heiko explains.
Heiko: There are two major themes driving this: first, the retro-inspired look that has been around for a while, and second, the functional tech look from various sports, which is particularly key this year. We saw marathon styles – think transparent tops and super-short shorts – last year, and that’s definitely coming back this year. As the beach club and festival season kicks off, these minimalist, short running shorts will make their way from the running world into our everyday lives.
We’ll see plenty of functional products and marathon styles, also mixed with some unusual pieces. Technical tracksuits and pants that aren’t just clean and neutral, but have more design and branding, will also be important. This is the running look for this spring and summer: sport and lifestyle coming together in a functional yet fashionable twist.”
Functionality meets style: Tech Ware
We are staying on the running trend, but add in a bit more outdoorsyness. Heiko sees a big shift towards tech ware pieces combined with a touch of glamour. And one essential you can’t skip? Windbreaker jackets. A must-have for the months ahead.
“Lifestyles have shifted, became faster and more organic throughout everyday life. People pack way more into their days now. Life has become more versatile, and fashion has to keep up with it. That fast pace is driving the tech ware hype.” Heiko explains.
Heiko: Multifunctionality is a huge draw, especially for young people who don’t change outfits during the day anymore. It’s all about a look that works for school, sports, hanging out, and going out. It’s a transitional style that flows through all aspects of life.
That’s why windbreakers or functional tracksuits – you can’t even tell if it’s a jacket or a tracksuit, because it’s both – will have their moment this spring. It’s a key product because it brings together several functions: wind protection, rain protection, sun protection, and lightness. As the weather warms up, people don’t need heavy jackets anymore – they just need something that offers protection without weighing them down. It’s easy to stash in your rucksack, it’s practical and it looks cool.
Ballerinas Are Back on Stage
While we are focusing on major cultural shifts we don’t ignore the trends completely. We are just more assertive when it comes to jumping on them. One trendy example this season: Ballerinas and Mary Janes.
“Of course we can embrace trends—if they fit our brand DNA. Our filter has become sharper, more refined. We ask ourselves: Does this align with our identity? Our values? Our past?” Heiko explains.
Heiko: Everything is heading in the direction of super low-profile designs, deconstructed shoes – in other words, anything closer to the ground. Ballerina styles in particular are absolutely on trend this spring. For women, they are the latest and freshest thing because this style hasn’t been around for a long time. These open shoes are currently super popular and will remain relevant for a while, especially in the coming summer season. The signs are clear and I think that the Speedcat Ballet have the potential to become extremely important this season for us.
The Speedcat Ballet
The Mostro Fey
worn by @caetanaba
What`s next?
Of course, we had to ask for a sneak peek into the upcoming seasons—because let’s be honest, once April’s gone, September is already knocking.
Heiko, what will come after the Speedcat Ballerinas? What will we see in Sportstyle for autumn 2025?
Heiko: We already see that a lot of unconventional colors will be making their way onto the boards—colors that haven’t been seen much in sports. Earthy browns, deep reds, dark greens, and warm reds—very seasonal lifestyle colors will make a big impact in high-tech and sportswear this fall season.
And of course I’m looking forward to our Balenciaga collaboration! There is something very interesting to come as we will see the slim-fit silhouette coming back for men’s bottoms. It was very interesting to see, that for him, the king of oversized styles, sportstyles need to be fitted. I’m curious how this will impact the cultural shifts we’re seeing for the next seasons. Sometimes, once someone styles it, visualizes it, and brings it to life, it sparks new creative processes for everyone in design and creation. I’m looking forward to it!
Thank you so much, Heiko, for this insightful chat!
