First launched in 2004, the Talon was PUMA’s ode to the early-2000s fixation with futurism, aka sneakers that looked aerodynamic, almost sci-fi, with streamlined shapes and fluid, ripple-like lines that suggested speed and innovation. At the time, performance footwear was doubling as a canvas for imagining the future, with designs meant to look as though they had stepped straight out of a video game or space-age fantasy.

Two decades later, NO/FAITH Studios reworks that essence through the lens of imperfection and decay. For AW25, the silhouette returns scuffed and distressed, finished in washed denim that feels broken-in, with paneling inspired by vintage racing uniforms. An external cage structure reinforces the shoe, referencing today’s performance-driven sneaker landscape.

Photography by Beltran Gonzalez

Shot by Beltran Gonzalez, the campaign visuals capture washed, muted tones that emphasize the raw textures of sand, concrete, and denim. Models appear shirtless in distressed cargo pants, crouched against barren dunes or perched on rusted cars and railings. The Talon’s rippling lines stand out in each frame, set against desolate backdrops that heighten its futuristic edge.

The NO/FAITH Studios x PUMA Talon makes its debut today, at Berlin’s GATE 194 before a wider release via PUMA.com, flagship stores, and select stockists.

Photography by Beltran Gonzalez