Monday, 18 February 2019


PUMA and Tokyo-based MITA Sneakers collaborate for the latest edition of the CELL Venom inspired by stealth aircrafts.

The CELL Venom MITA draws influence from PUMA’s archive, the sneaker reflects a hidden legacy of an OG silhouette that effortlessly merges sports and fashion. With a combination of contemporary materials, embroidered details and colour fading, it attempts to hit a new context of a story ready to be discovered.

Originally a training shoe made for high mileage runs, CELL Venom was introduced in a new context to celebrate 20 years of its history and heritage. CELL Venom MITA is built with nubuck and mesh upper in Asphalt representing the body of a stealth aircraft while the Formstrip with reflective piping plays to its reflector shade and the fading effect on the mesh upper signifies its speed. A combination of heritage and modern design aesthetics, the sneaker stands out with a speckled midsole and CELL logo embroidered on the lateral side and heel. The latitude and longitude coordinate on the upper toe denotes the location of MITA sneakers in unique “Electroharmonix” font, which when flipped resembles Japanese text. Featuring PUMA CELL and MITA sneakers logo in the unique Chain Link Fence icon, the design is complete with the official “Tokyo-Kai” logo which denotes “TOKYO CUSTOM MADE".

The CELL Venom MITA, is available exclusively at Shelflife.

Thursday, 14 February 2019

First Look: adidas Yeezy Boost 700 'Salt'

Similar to the past adidas Yeezy 500 release, the new 700 colourway is titled “Salt”. The Yeezy team and adidas have interpreted this name into a faded white tone, with a hint of green in some areas, similar to the Yeezy Boost 350 V1’s “Moonrock” colourway.

The upper on this new Yeezy Boost 700 is dipped entirely in the subtle look and rests atop an all-white midsole. The outsole comes in black to provide some contrast to the shoe, along with a singular black hit on the heel of the sole.

The adidas Yeezy Boost 700 'Salt' drops 23 February at selected retailers.

Wednesday, 13 February 2019

First Look: adidas Ultra Boost 2019 Active Red

The adidas Ultra Boost 5.0 aka the Ultra Boost 2019 has a complete redesign from the original Ultra Boost models, but features a similar package of Boost cushioning, Primeknit uppers, and a Continental rubber outsole.

Sporting an official colour scheme of Black, Orchid Tint, and Active Red, the model’s Primeknit upper is covered mostly in black and white with the contrasting red seen on the toe box and outlining of the translucent heel area. Finally, a white Boost midsole tops off the look.

The adidas Ultra Boost 2019 Active Red drops on the 21st of February at selected retailers.

Tuesday, 12 February 2019

First Look: PUMA Cell Viper

PUMA is launching the all-new CELL Viper – a fresh take on the heritage running silhouette with a radical new look.

When PUMA CELL technology first launched in 1998, it was revolutionary.  Hexagonal cells in the midsole provided the optimal shape for stable and maximum cushioning that allowed runners to move faster and stronger with a more confident stride that aided their performance. Making a return to rule the streets, the CELL Viper is at once minimalist and bold, perfectly combining elements of sports and style.

Emerging from the ‘90s with a reimagined design, CELL Viper is a throwback to the vis-tech running wave introduced 20 years ago. With a completely new upper inspired by heritage CELL sneakers from the PUMA archive, the design language taps into the OG community of sneakerheads with a recognisable Formstrip placement and vintage colours. The first iteration in PUMA White – Ponderosa Pine sits atop a chunky midsole with CELL cushioning technology and a brand-new CELL branding on the lateral view.

The CELL Viper, retailing for R1499, will be available at PUMA and sportscene stores from 15 February 2019.

Monday, 11 February 2019

First Look: Converse x Brain Dead One Star

The sneaker features animal prints and polka dots for a design inspired by skate and street culture’s adoption of Converse products.

Using an asymmetrical yin and yang of black/white and white/black polka dot panels on the left and right sneaker, each shoe then also calls upon the aforementioned animal prints — zebra and cheetah — for even more wild detailing.

The Converse x Brain Dead One Star drops on Wednesday the 13th of February at selected retailers.