Puma is leveraging the energy of Paris Fashion Week to reposition its legendary Suede sneaker for a new generation of style-conscious consumers. Through a series of high-profile activations and creative collaborations, the brand is showcasing the shoe’s evolution from a 1960s athletic staple to a contemporary fashion icon.

The centerpiece of the brand’s strategy involves reclaiming the Suede’s cultural relevance by placing it at the intersection of sport, music, and luxury. By hosting immersive events in the heart of Paris, Puma is connecting with global tastemakers who influence the footwear trends of tomorrow.

The Suede has long been a foundational element of the Puma identity, known for its minimalist design and vibrant color options. For 2026, the brand is introducing updated materials and refined silhouettes that maintain the original’s DNA while offering a more premium feel.

During the Paris events, Puma showcased how the Suede can be styled across different fashion subcultures. From oversized streetwear looks to more tailored, high-fashion ensembles, the sneaker proved its versatility as a gender-neutral wardrobe essential.

A significant part of this repositioning involves partnering with creative visionaries who bring a fresh perspective to the silhouette. These collaborations often feature limited-edition colorways and unique textures that appeal to collectors and Gen Z shoppers looking for exclusivity.

Puma’s leadership emphasized that the Suede is more than just a shoe; it is a symbol of self-expression that has been adopted by various movements over the decades. The Paris activation is designed to celebrate this history while looking forward to its future role in lifestyle fashion.

To reach a younger demographic, the brand is integrating digital storytelling and social media-driven experiences into its physical pop-ups. Attendees are encouraged to share their personal “Suede stories,” creating a real-time digital archive of the shoe’s impact on personal style.

Sustainability is also playing a role in the sneaker’s update, with Puma exploring eco-friendly tanning processes and recycled materials for certain versions. This aligns the heritage model with the environmental values of modern consumers without compromising its classic aesthetic.

Retail experts note that Puma’s focus on the Suede comes at a time when “low-profile” sneakers are seeing a massive resurgence in popularity. The shoe’s sleek, uncomplicated design makes it a perfect alternative to the bulkier “dad shoe” trends of previous years.

The brand is also using the Paris platform to tease upcoming high-end partnerships that will further elevate the Suede’s status. These “elevated” versions are expected to hit boutique retailers and luxury department stores later this year, targeting a more affluent customer.

Beyond the product itself, the Paris Fashion Week presence is about building community. By creating a space where athletes, artists, and designers can interact, Puma is reinforcing the Suede’s position as a common thread among diverse creative groups.

As the footwear market becomes increasingly competitive, Puma is betting on its deepest heritage asset to drive growth. The Suede’s enduring appeal lies in its simplicity, making it a reliable canvas for the brand’s most innovative and experimental ideas.

The 2026 repositioning marks a new chapter for the sneaker, ensuring it remains as relevant today as it was when it first debuted on the Olympic stage. With a clear focus on style and culture, Puma is successfully moving the Suede from the archives to the forefront of the fashion conversation.