Friday 13 February 2015

PUMA Collaborates With ICNY To Launch The Valentine’s Day ‘Heartbreaker’ FAAS 100 Runner and The ‘Heartbreaker’ FASS 100 Video

Inspired by Valentines Day, PUMA partnered with alternative sportswear pioneers ICNY to infuse on the new Faas 100 “Heartbreaker” running sneaker. Capitalizing on the expertise of ICNY, the runner features an all over reflective texture, designed specifically so the wearer is able to shine, even in the darkest hour!

ICNY was developed after designer Mike Cherman was struck by a car whilst cycling. Inspired by this event, ICNY was created with a goal of providing added safety and increased visibility by using reflective materials on key areas of sport apparel and accessories.

Utilizing PUMA’s performance expertise and ICNY’s reflective technology, the Faas 100 “Heartbreaker” was born. The lightweight and breathable characteristics of the Faas 100 is the perfect weapon for pounding the pavement, sprinting the streets and tackling all terrain.

Its crimson red armor, inspired by Valentine’s Day, summons the inner hero that lives within all our hearts. Built for all runners who continue to push themselves, limits and boundaries through the passion and love for sport.

In celebration and anticipation of the PUMA x ICNY FAAS 100 shoe, ICNY released a video showcasing the shoe in action. The one-minute short film captures the athlete as readies himself and sets out for an early morning run. Driven by passion, the protagonist disappears into the dark, desolate, and wintry Brooklyn streets. Directed by Kellen Dengler, the video highlights the hi-visibility reflectivity features of the collaborative runner in its intended environment. Watch the ‘Heartbreaker’ FASS 100 video below:

The PUMA x ICNY FAAS 100 will retail for R1699. The sneakers can be found at PUMA SELECT stores in Bree Street, Cape Town and Braamfontein, Johannesburg from 20 February 2015.

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