PUMA King bridges the gap between pitch and party

While PUMA boasts its fair share of iconic football boots, the PUMA King is perhaps its most versatile – particularly the celebrated indoor edition. And so, football and fashion enthusiasts alike will be thrilled to know that the PUMA King Indoor is making a comeback, 25 years on from its debut and nearly a decade since it last graced the shelves.

The PUMA King first burst onto the market in 1968 as a partnership with Portugal’s ​“Black Panther”, Eusébio da Silva Ferreira. Football boots at the time were notorious for being uncomfortable and stiff, a problem the King set out to change.

By 1970, this was completely solved thanks to further upgrades to the boots, such as the flat structure, which made them softer and lighter – and the perfect choice for 29-year-old Pelé, who would go on to win the World Cup and be named ​“Player of the Tournament” wearing the cleats. Another iconic adopter of the PUMA King was with Diego Maradona, who scored the ​“Goal of the Century” in 1986 and won the World Cup’s Golden Ball, all while wearing the iconic pair.

Following the boot’s success, and a limited run of collaborations from 1996 with Jil Sander, PUMA moved into the fashion (as well as sports) stage with the indoor iteration – a decision that was met with great success. All around Europe, you were almost certain to come across somebody sporting the iconic shoe, whether it be at a market in Belgium, or a rave in deep East London.

However, just because it was made for the indoors, the shoe didn’t completely lose its football roots, becoming a favourite for Powerleague and youth centre footballers of all ages – plus, a Sports Direct wishlist mainstay to beg your parents for.

Yet, as the shoe’s production began to wane when the 2010s rolled around, they found a new life in the underground club scenes of Warsaw and Berlin, as there was a surge in popularity for both the King and other sports-inspired models, like the recently revived PUMA Speedcat.

The latest version of the PUMA King Indoor features a premium stitched leather upper, and a pitch-inspired lace shroud, as well as a gum outsole, and, of course, the iconic PUMA stripe down the side. The shoe also features gold accents, most notably the gold wordmark on the shoe’s upper.

The relaunch comes by way of acclaimed British photographer Ewen Spencer, himself a veteran of the early 2000s London that made the shoe so iconic, and Rhiannon Barry, a trusted stylist from South London, specialising in noughties street style.

The campaign brings back the gritty London of the past, when the King Indoor was in its prime; when girls were fed up with wearing heels to the club and the excess world of UK garage was giving way to the more grounded worlds of dubstep and grime.

“Myself, Ewen [Spencer], and Carlo [Alberto Tinelli] from Slam Jam all wanted the styling to be really authentic to the era and show references that we haven’t seen in recent throwback shoots,” says Rhiannon. ​“For example, popped collars – we haven’t seen a shoot styled like this, and it was such a mega thing back then. I did some more research into music videos and magazines [to see] what type of colourways were popular then. Pastel colours or bright polos were the choices, so that’s exactly what we did.”

Speaking on references for the campaign, Rhiannon also cites films like Goodbye Charlie Bright (2001) and the early-2000s working-class culture she grew up on. ​“Think under-16s school discos, youth clubs, gelled fringes, and UKG,” she adds.

Whether you were an early adopter or you’re new to the pitch, they’re back in the game. Grab a pair before it’s too late.