PUMA UNVEILS EKIDEN PACK IN JAPAN, UNITING RACING AND TRAINING FOOTWEAR UNDER ONE DESIGN

PUMA will launch its new Ekiden Pack in Japan on 15 November, introducing a five-model running collection linked by a white and lime colourway and inspired by traditional Japanese auspicious cloud motifs. Available from 10 a.m. local time, the range spans racing and training footwear and honours Japan’s ekiden culture.

PUMA is set to deepen its connection with Japan’s rich distance-running tradition through the launch of its new Ekiden Pack on 15 November, a five-model performance footwear collection that brings racing and training shoes together under a single visual identity.

The collection, which will go on sale from 10 a.m. local time, reflects the enduring influence of ekiden, Japan’s celebrated long-distance relay running format. By applying one distinctive white and lime design across multiple models, PUMA aims to create a unified narrative throughout its performance running line, linking athletes’ training routines directly with race-day ambitions.

At the heart of the design is a graphic treatment inspired by zuiun, the auspicious clouds that feature prominently in Japanese artistic and cultural traditions. Historically associated with good fortune and positive omens, the motif gives the collection a distinctly local identity while also reinforcing themes of endurance, achievement and shared success.

The Ekiden Pack comprises five models designed to meet the differing needs of runners, from daily training sessions to high-level competition. Rather than presenting individual shoes as standalone products, PUMA has chosen to position the range as a connected performance system, reflecting the progression many runners follow from preparation to race day.

Supporting the launch is a campaign featuring athletes from Josai University and Tokyo University of Agriculture, institutions with strong connections to Japan’s competitive running scene. Their involvement reinforces the collection’s links to the nation’s university athletics culture, where ekiden competitions attract widespread attention and serve as a pathway for many elite runners.

The campaign arrives at a time when brands are increasingly seeking to connect product storytelling with local sporting traditions. For PUMA, the Ekiden Pack represents an opportunity to celebrate a uniquely Japanese running heritage while showcasing the technological capabilities of its modern footwear line-up.

Consumers will be able to purchase the collection through several channels when sales begin on 15 November. The range will be available at PUMA’s Harajuku Cat Street store in Tokyo and its Osaka location, as well as through the company’s Japanese online store, mobile application and selected retail partners across the country.

Prices for the collection will range from ¥17,600 to ¥39,600, including tax, positioning the line across a variety of performance-focused price points. The broad pricing structure reflects the diverse intended uses of the shoes, from regular training to elite-level racing.

With its blend of cultural symbolism, coordinated design and performance-focused positioning, the Ekiden Pack seeks to tell a single story across PUMA’s running category. As Japanese runners prepare for the country’s busy road racing and relay season, the collection’s launch offers a new expression of the connection between tradition, preparation and competition.