Here’s What Went Down at PUMA’s Berlin Fashion Week Activations

Having taken over 2023/24 with the relaunch of the Mostro, PUMA continues to delve into its extensive archives to revive iconic silhouettes with a rich history.

With an A$AP Rocky-helmed AWGE collaboration slated for SS25 as well as new colorway drops, this season, it’s the turn of the ‘00s Speedcat. Synonymous with Formula One, it channels the label’s “Forever Faster” ethos and boasts the era’s signature low-profile aesthetic – a footwear trend that is staying strong this year.

Coinciding with the Speedcat’s relaunch, PUMA’s presence throughout this year’s Berlin Fashion Week consisted of a number of immersive activations that bridge the gap between sport and lifestyle, all celebrating the nostalgia of the sleek sneaker.

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Speedcat Workshop

With the Speedcat at the forefront, the low-profile sneaker became the canvas for an exclusive customization workshop. Bringing its community and ambassadors together, PUMA gave participants the opportunity to create unique additions to the silhouette from silver jewelry embellishments, shoelace highlights, textile paint, and reflective vinyl.

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BMX Convoy

Enlisting rider Sandra Lambeck, who led a convoy of 15 BMX riders in the PUMA-branded motorbike, Berlin’s most iconic spots were flooded with wild postering of its latest Speedcat campaign alongside a QR code that gave passersby an insight into the activation.

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Motorbike Raffle

During the week, the label also raffled a PUMA-branded electric motorbike, ridden by Lambeck. Participants had to photograph themselves in the Speedcat sneaker, and the lucky winner, picked at random, was awarded the bike at the flagship store.

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Marie Lüder Presentation

Elsewhere, PUMA teamed up with Marie Lüder to support her eponymous brand’s Spring/Summer 2025 presentation. As well as styling the guest’s footwear choices to complement their fashion week looks, they were also transported to the showcase in motorbike shuttles — keeping in line with this season’s motorsport theme.

For more information and to shop the new Speedcat, visit the PUMA website.