The IGNITE Limitless is set to hit the streets with a new-to-market silhouette that is tailored to meet the unique demands of the citygoer. It will be worn by Grammy Winner and Style Icon Abel Tesfaye a.k.a. The Weeknd whose laidback streetwise style and swagger is the epitome of PUMA’s latest ‘Run The Streets’ lifestyle platform.

The ‘Run the Streets’ campaign message speaks to go-getters who follow their instincts and live life at full speed, and the progressive IGNITE Limitless lives this message to the fullest. Inspired by the idea of ‘tailored performance,’ the IGNITE Limitless is tailored to stand up to the stop-and-go of city living with stylish, comfortable, and protective features.

Comfort comes from the IGNITE FOAM midsole, PUMA’s proprietary superior cushioning that disperses impact while providing optimal responsiveness and energy return. The protective stability cage plus forefoot strap offers support while the 4-way stretch neoprene clamshell construction provides a dynamic fit with breathable upper materials. And because the city never stops no matter the hour, reflective details provide visibility in low light conditions.

The overall design began with streetwear influences then added performance features and technologies. Exaggerated proportions are bold yet sleek with special interest paid to a clean use of textures and details: bonded edges, matte and shine play, collar height, and large, bold branding.

Kicking off the IGNITE Limitless drops this month is the IGNITE Limitless Hi Tech and Extreme Hi Tech. Amped up with technical tailoring and street-ready dimensions, these bad boys are ready for the streets.

Visibility is reinforced with 3M reflectivity on the heel and tongue. To keep it water tight, the toe cap is sealed with PU. And for that durability factor much needed for your everyday hustle, the midfoot cage is reinforced with Kevlar protective backing.

This is your city. These are your streets. Own them and run them in the IGNITE Limitless Hi Tech and Extreme Hi Tech. Releasing on January 12th on PUMA.com, PUMA stores and sneaker retailers worldwide.