DIARY

FAST FORWARD SHOP ENDORSEMENT aka FREE SHIT

May 22, 2016 - DIARY

Malines based Fast Forward Sneaker Shop contacted me a few weeks ago, to ask if I wanted to represent their shop and wear some of their sneakers. Free shit, hell yeah. Needless to say, I said yes. First pair I picked up was this Puma x ALIFE special edition of the States model. A pair of shoes that only the cool kids rocked when I was a teenager (I wasn’t a cool kid at all, so of course I never wore these).

Puma × Alife NYC × Fast Forward Shop × AOOATV

Some background info on this Puma x ALIFE collab:

Hailing and designing from their shop at 158 Rivington Street on the Lower East Side, the ALIFE crew will tell you how sports have had a long-lasting influence on the way they live and create streetwear. The second part of this years PUMA x ALIFE collection is built upon this passion and knowledge and is inspired by the brand’s New York heritage. This season’s first PUMA x ALIFE drop remixes the athletic and cultural history of New York City, elevating legends from the football pitch and the track with authentic style. The influence of the 1970s gets even more real with a pack inspired by “Welcome to Fear City” – a tourist safety pamphlet that warned visitors of the dangers and misfits downtown.

ALIFE

The brand has taken to PUMA’s STATES, a cult name for those fanatic about the brand’s iconic suede silhouette. Taking a strong pop art approach towards its design, the shoe has been embossed with glossy snakeprint leather.

Bonus history lesson

As a bonus… here’s something awesome I just found out about Puma: In 1924 the two brothers Adi and Rudolf Dassler started manufacturing sportshoes. With a lot of effort they developed sneakers, which were exactly tailored for the needs of their athletes. Jesse Owens won four gold medals at the Olympic Games of 1936 wearing a pair of those Dassler shoes. But a few years later the two brothers went separate ways. Dassler shoes, run by Adi Dassler changed it’s name into Adidas, and in 1948 Rudolf Dassler founded Puma. So, basically… two of the world’s most renowned shoe companies were birthed from a bout of bad blood between siblings. Read more about it here.