Sneaker endorsements used to be limited to athletes. You know, the people who used athletic footwear to perform athletic feats. But starting with Run-DMC and then evolving through Jay Z and now Kanye West, pop culture stars have been encroaching on the sports stars’ sneaker turf. Even chefs have gotten their own kicks. But Puma’s latest creative collaborators push those boundaries even further into the realm of animation.
Puma recently revealed that it would be working with the Minions on a collection of sneakers that will drop on June 1 ahead of the June 30 release of Despicable Me 3. Only one silhouette was mentioned in Puma’s announcement, the Suede. But the collaboration will also feature other classic styles. In the image above, you can see a Disc Blaze and a GV.
The Minions tapped to work on the Puma kicks will be familiar to anyone familiar with the movie franchise. Only Kevin, Stuart and Bob join Puma’s roster that also includes Rihanna and The Weeknd. Since Minions have been around since the dawn of time, the trio was able to reference cultural moments stretching back to the Renaissaince.
Puma’s Creative Director for Sportstyle Heiko Desens commended the Minions for their “zest for life” and also for being “extremely hardworking and passionately creative.”
That doesn’t mean it was the smoothest process. As an Illumination Studios executive noted, there was, “an unorthodox measure of bananas, mishaps and more. In true Minion form, they fail upwards again.”
It will be interesting to see if other animated characters get in on the sneaker craze. Vans released a collection with Toy Story’s Woody and Buzz Lightyear last year. Perhaps we’ll get to see hot dog-inspired footwear from the Sausage Party folks in the future.