PUMA is Bringing Back the 1998 CELL Endura

Above: The updated PUMA CELL Endura in its standard white and green colourway
Above: The updated PUMA CELL Endura in its standard white and green colourway

Late ’90s nostalgia is still going strong in the fashion world. A slew of rereleases and millennial-inspired wear continues to hit retail locations everywhere, which pretty much confirms that the trend isn’t slowing down this fall season. For those of us bold enough to rock the chunky dad shoe, PUMA is coming through with another option for the pavement runway. Dropping next month is the PUMA CELL Endura, a delightful updated take on the 1998 classic of the same name.

Originally designed for optimal comfort and run ability, the CELL Endura made waves thanks to its advanced cushioning technology. Like many brands of the time, PUMA put in extra effort to craft a shoe that could blend both athletic and lifestyle elements without sacrificing any bit of style and aesthetic. After some major brainstorming, the creative team came back to the drawing board with the slick Endura. The futuristic crep was outfitted with blow-molded polyurethane in the sole, rubber toes to prevent scuffing, durable EVA midsoles, and breathable mesh outers to keep feet feeling fresh.

This edgy silhouette will make its grand return to shelves on October 4, and thankfully they’ll be affordable, retailing for around $200 Canadian. Before the shoe becomes available, however, you can tide yourself over with other retro pieces, including the popular Reebok Aztrek OG.

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Aidan D'Aoust

Aidan D'Aoust

Aidan is a writer from Toronto. His favourite things in the world are music, movies, and mini dachshunds. Give him a follow on Twitter at @aidandaoust, where he’ll also accept your mixtape submissions.

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