Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Puma Goes Back to the Future With Computerised Running Shoes

The German company is selling a refurbished version of its 1986 shoe with computers in the heels.
Puma store | Source: Shutterstock
By
  • Bloomberg

HERZOGENAURACH, Germany — Puma's latest contribution to the world of retro footwear — or is it the wearable tech movement? — is a revamped 32-year-old sneaker with computers in its heels.

The German company is selling a refurbished version of its 1986 RS-Computer shoe, which presaged an era in which athletes use gadgets to keep track of steps taken, distances covered and calories burned. The newer version retains the predecessor’s look, from the streamlined colour design up front to the bulky, “Back to the Future”-era device sticking out the back.

Much has changed since 1986, of course. For one thing, Puma in recent months has struggled to keep pace with consumers turning away from minimalist retro sneakers in favour of chunkier styles influenced by the fashion runway. While shoppers for a while were snapping up revived versions of classics like Puma’s Clyde and rival Adidas's Stan Smith, they’ve this year favoured bulkier footwear inspired by luxury brands’ designs, like Balenciaga’s $900 Triple S.

Then there’s the technology difference. In 1986, the RS-Computer shoe — the letters stand for “running system” — uploaded data on an athlete’s steps, distances and calories via a 16-pin connector to an Apple IIe or Commodore 64 home computer.

ADVERTISEMENT

Now, it’s equipped with Bluetooth technology that links with Android and Apple smartphones. It comes with an app, too, that manages and processes data — and, not incidentally, has old-school 8-bit graphics. The only thing to plug in now is a USB cable that recharges the lithium-polymer batteries.

The shoe probably won’t encroach much on the turf of exercise-tracking companies like Strava and Garmin. That’s because Puma plans to sell only 86 of them globally.

By Tim Loh; editors: Eric Pfanner, John J. Edwards III.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.

Using AI to Create Customer-Centric Business Strategies

At The Business of Fashion’s Professional Summit in New York last week, Sona Abaryan, partner and global retail and luxury sector lead at tech-enabled data science firm Ekimetrics, shared how businesses can more effectively leverage AI-driven insights on consumer behaviour to achieve a customer-centric strategic approach.


Case Study | How to Turn Data Into Meaningful Customer Connections

Before fashion businesses can put artificial intelligence to work or target the right shoppers online, they need good data and a deep understanding of who their customers are and what they want. This case study offers a guide for brands that want to truly know their customer, allowing them to make smarter decisions that serve shoppers and drive results.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections