It was during the 90s “visible running technology” boom, that PUMA innovated to create PUMA CELL Technology, one of the most durable and resilient cushioning technologies of the day. Twenty years later, we celebrated the reissue of a classic from the archive: the PUMA 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 them 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 for the PUMA CELL’s 20th anniversary. Now welcoming new iterations to the celebration.


Distinctive eyelets feature on an extra-chunky upper constructed using a combination of mesh, leather, and suede. The black EVA midsole adds an extra layer of bulkiness, and houses PUMA’s CELL technology, which is present in the form of multiple bubbles on the forefoot, arch, and heel.


PUMA has revealed plans one of the event’s exclusive drops. Looking to ’90s sneakers for stylistic inspiration, Mita Japan founder and creative director Shigeyuki Kunii worked together with the German brand for new CELL Endura and Venom models.


On the exterior; the Endura, and Venom deliver retro-minded design through striking colorways. The breathable mesh upper, Suede and PU-coated overlays blend together to create an eye-catching presentation, while the sleekly-crafted toe shape, digital stitching, EVA midsole and rubber outsole give the shoe’s visuals aspects an additional unique touch.


The PUMA CELL technology is particularly notable for its exceptionally-strong constitution; the cushioning system is billed as one of the industry’s, “most durable and resilient.” For both the Endura and Venom, this technology is featured prominently and adds to their functional strengths.


Client: Mobile Media Mob

Project: Puma / YoungstaCPT / CELL Venom, Viper, Endura

Creative Director: Dan Nash

Cinematographer: Kevin Schnider

MUA: Amy Tourell

Stylist: Kyle Boshoff