HOLLYWOOD -- Puma is using the World Cup to debut the Ultra Nitro 7, its newest soccer cleat. That public rollout began on Wednesday, when Puma opened its Hollywood creative studio to media, content creators and local youth soccer players to show off the “Nitro Lab,” a showcase of the new model and prototypes of potential future products.
The soccer cleats, which will hit shelves in July, leverage Puma’s Nitro foam, first introduced for its track & field shoes around five years ago. Those track shoes have recently come under scrutiny following lawsuits from several sprinters, who claim they were injured from using Puma’s shoes. Puma has previously denied that its shoes are responsible for athlete injuries.
Though Puma VP of Innovation Romain Girard wouldn’t say much on the subject on Wednesday, he told Sports Business Journal that the lawsuits represent a “sad moment for sports,” and stressed that Puma has always prioritized athlete safety.
“I personally have been very disappointed. You can trust that Puma is doing everything that is needed to put safety of the athletes in place,” Girard said. “We continue to want to build the best for the athletes. We continue to invest in anything we can to learn and to do the right things for the athletes, to help them to build history.”
Girard added that athlete testing is critical throughout product development. That’s especially true for a sport as physically dynamic as soccer, with Puma turning to both lower-tier players in its home nation of Germany and top soccer pros around the world for input on development of the Ultra Nitro 7.
Puma VP of Teamsport Dominique Gathier said around 10 to 15 players will be wearing Puma’s latest cleats during this summer’s tournament. Puma also showed off prototypes of upcoming models, including a 3D-printed soccer boot, as well as the kits of its 11 World Cup teams, which include Ghana, New Zealand and Portugal.
“It’s an exciting job, and it’s an exciting moment,” Girard said. “We love sports, we love athletes, we love to be part of the amazing history they are shaping. And we are going to continue to invest and push and ensure that Puma has the ingenuity, the science and the capabilities to build greatness.”
