Sneakers have never been so funny and quirky With the collaboration between Puma and Super Yaya exclusively on Zalando

Have you noticed? The sneaker world is changing. From a bro-culture collector’s item to a free-spirited, fun, comfortable shoe with a strong fashion edge, even sophisticated. We’re seeing sneakers on the feet of stylish Scandinavian girls, paired with elegant outfits, skirts, and mini dresses. We’re seeing them in colourful versions, mule-inspired styles, and playful, never-before-seen variations. The next step? Collaborations. And that’s exactly what we’re talking about when we talk about Puma x Super Yaya, exclusively on Zalando. The latest evolution of the Speedcat unites Puma’s global sports heritage with the eclectic and refined vision of the independent womenswear brand Super Yaya, founded in 2016 by designer Rym Beydoun, a Central Saint Martins graduate. Her practice moves between craftsmanship, couture, and cultural storytelling, drawing on her Ivorian and Lebanese roots to build a language of dualities: refinement and street culture, high fashion and everyday life, tradition and textile experimentation. Together, Zalando, Puma, and Super Yaya create a creative dialogue between three distinct worlds, each driven by a strong design vision.

Interview with Rym Beydoun, designer of Super Yaya

What were the original creative impulses that led you to start Super Yaya?

It came from a desire to share an aspect of local dress culture while also highlighting Ivory Coast - its architecture, its landscapes, its energy. In many ways, it was about honoring where I come from and translating that into something tangible.

Super Yaya often bridges heritage and contemporary design - how do you personally navigate that balance in your work?

For me, it’s essential to valorize heritage while ensuring that what I create feels relevant and new. That balance comes through extensive visual and textual research, constantly looking for ways to reinterpret tradition and making things feel contemporary.

What kinds of memories, references, or cultural influences tend to spark your ideas when beginning a new project?

I’m very inspired by the street, especially in Abidjan - street culture, pop culture, everyday life. I also build a lot of visual research, often from photographs I take myself, archival material I discover or family archive. Every project begins with an emotion. The brand is deeply personal, so my own experiences naturally filter into the work. Ultimately, it’s a reflection on different subjects, with a consistent intention to bridge cultures.

For this collaboration, you’ve referenced Mudra Afrique as a central inspiration. When did you first encounter its legacy, and what drew you to it?

Mudra Afrique represents a significant cultural moment in West Africa. The collaboration between Maurice Béjart and Germaine Acogny created a powerful dialogue between cultures and traditions, which resonates deeply with me. Visually, it’s incredibly striking - the richness of the colors, the precision of the compositions, and the power of the subject all come together in a way that feels both poetic and timeless.

Movement seems central to the story of the PUMA x Super Yaya sneaker - how does the language of the body influence the way you approach design?

I design very physically - I fit everything on myself and wear the toiles to ensure comfort and ease. Movement is essential; to be alive is to be in motion, and design should support that. It aligns with the architectural principle of form follows function. Of course, things need to look good, but even more importantly, they should feel good when worn.

African culture and heritage are founding influences of Super Yaya. How did they guide the visual or conceptual direction of this project specifically?

It was important to carry that influence into this project, especially in collaboration with PUMA. My personal brief was rooted in my everyday experience in Abidjan - its rhythm, its people, its environments. I wanted to create something that felt natural in that context: something people could wear to work in a corporate setting, but also take effortlessly into the street.

Sneakers often become cultural symbols over time. What kind of journey do you hope this one will take once it’s out in the world?

I hope it becomes something people truly live in - something that moves across different spaces and moments in their day. Ideally, it finds its place naturally in people’s routines, while still carrying a distinct identity