The new Puma L.I.F.T. shoe weighs only 173 grams. They are shoes you can see, but not feel. To illustrate this sensation, we dressed our L.I.F.T. wearing models in nothing else but light clothes that were visible, yet weightless. We posed them in simple rooms, also transformed by untouchable beams of light. Ultimately, wearing the Puma L.I.F.T. is a sensory illusion. So by injecting light into a room and onto a body, we conveyed the surreal sensation of actually walking in L.I.F.T.s – light-injected footwear. L.I.F.T. was also selected in Direction.
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