PUMA Summer Hype: The Must-Haves You’ll Want in Your Wardrobe for this Summer
Heiko Desens talks about what’s shaping Sportstyle Hype this season.
April 10, 2025
Let’s talk summer style—with a side of sport, culture, and a whole lot of hype.
We sat down with our VP Creative Direction & Innovation Heiko Desens to get the scoop on what’s really driving sportstyle in Spring/Summer 2025. Spoiler alert: It’s not just about looking good (although that’s definitely part of it). It’s about culture, authenticity, and gear that fits your entire lifestyle—morning runs, beach hangs, and nights out included.
Forget Fast Fashion—This Is About Long-Lasting Hype
First things first: Heiko doesn’t chase trends. “Trends are disloyal,” he says. Instead, PUMA focuses on cultural shifts—those deeper movements that shape how we live and express ourselves over time. The current shift? Self-optimization. Think wellness, fitness, mindfulness, and, yes, looking amazing while doing all of the above.
@idman.hussein
Must-Have #1: Running Looks That Hit Different
Running is more than a sport right now—it’s a vibe. According to Heiko, run clubs are booming, and the fashion around them is just as fast-moving. Minimalist marathon gear like transparent tops and ultra-short shorts? 100% in. Functional and fashionable running looks are leading the charge, bleeding straight into streetwear and festival fashion.Expect to see sporty silhouettes mixed with unexpected, design-forward pieces. It’s technical, but never boring. Style matters now more than ever—just ask the gym-goers who treat workouts like mini fashion shows.
Must-Have #2: Tech Ware Meets Real Life
Tech ware is having a moment. Why? Because life moves fast—and your outfit needs to keep up. Windbreakers, multifunctional tracksuits, and hybrid jackets are your new go-to pieces. They’re lightweight, stashable, weather-resistant, and, let’s be honest, pretty damn cool.Heiko calls it “transitional style” that works from school to gym to night out. It’s effortless, it’s functional, and it’s undeniably stylish. If you’re not wearing one yet, you will be.
Must-Have #3: The Return of the Ballerina
Yup, ballerinas are back – and better than ever. Especially the Speedcat Ballet, which Heiko says has serious potential to dominate this summer. These low-profile, deconstructed styles are sleek, fresh, and super wearable.“We don’t jump on every trend,” Heiko explains. “But if it aligns with our DNA, we go for it.” Ballerinas and Mary Janes hit the sweet spot: trendy, but timeless.
The Speedcat Ballet
The Mostro Fey
Coming Soon: Earthy Tones & Slim-Fit Bottoms
Looking ahead to Fall/Winter 2025? Think unexpected color palettes—deep reds, dark greens, and rich browns. Oh, and slim-fit bottoms are creeping back into menswear, helped along by PUMA’s collab with none other than Balenciaga. (Yep, you heard that right.)So, whether you’re running marathons, mastering athleisure, or just trying to look sharp at your local smoothie spot—PUMA’s got your back this summer.
Heiko Desens, Vice President Creative Direction & Innovation at PUMA
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