In one of the most exciting design moves of the year, visionary footwear designer Salahe Bembury has officially stepped into the performance space with Puma, launching his debut sneaker under the brand: the Velum SB NITRO. We sat down with Bembury to talk about the transition, technology, and the storytelling power behind his new era at Puma.
The first thing I must say is that his energy was unmistakable. Although he has only recently joined Puma, the debut of the Velum SB NITRO marks a surprisingly swift turnaround. “One of the most unfortunate parts of the footwear development process is that sometimes it can take up to a year,” Bembury explained. “So the fact that I signed with Puma not that long ago and we’re already releasing product, marketing it, and starting to tell stories, it’s really exciting.” That enthusiasm shows in the product itself. The Velum SB NITRO is a statement piece, showcasing Bembury’s unmistakable fingerprint while introducing new dimensions to Puma’s performance lineup.
The Marriage of Innovation and Identity
At the heart of the new silhouette is Puma’s Nitro foam technology, a responsive cushioning platform designed for comfort and performance. For Bembury, leveraging in-house innovations like Nitro was more than just a performance decision, it was a storytelling opportunity. “Anytime you work with a new brand, you’re also given the opportunity to take advantage of their heritage and their technology,” he said. “It really creates new opportunities for storytelling and ultimately the product that you create.” This intersection, between innovation and narrative, technology and identity, is where Bembury thrives. His work often blurs the line between art, function, and cultural reference points. So how does that translate to performance running?
Design Language in Motion
Known for fusing organic textures, earthy palettes, and bold forms, Bembury has carved out one of the most distinct design languages in footwear. But does that carry over when performance specs are in play? “I think it’s about establishing a balance,” he noted. “It’s equally important to respect and foster the heritage that Puma’s established, and also make sure there’s a consistent dialogue with the brand identity that I’ve established as well.” That balance is clearly visible in the Velum SB NITRO: tactile patterns, layered materials, and sculptural midsole design, elements fans associate with Bembury, meet the lightweight, speed-ready needs of performance footwear.
A Natural Progression
If you’ve followed Bembury’s work, his move into the running category might feel unexpected at first glance. But for the designer, it’s more of a lateral move than a leap. “My background’s in industrial design,” he reminded us. “That’s a study that has a foundation of versatility. So moving within a different category of footwear, I don’t even see as much of a jump as, say, moving into furniture. It’s still shoes at the end of the day.”
His prior exploration of outdoor lifestyle, trail aesthetics, and performance-minded silhouettes in collaborations and past projects laid the foundation for this new era. The Velum SB NITRO is a continuation of a creative journey that’s always been fluid.
Looking Ahead
As for what’s next? While Bembury played it coy, he confirmed there’s a consistent narrative unfolding. “There’s definitely going to be more coming,” he said with a smile. No spoilers on upcoming colorways or future models, yet, but it’s clear that this is just the start of Bembury’s Puma chapter. If the Velum SB NITRO is any indication, expect the unexpected.
The Velum SB NITRO is only available at resale as a limited run of 100 sneakers dropped in Paris. Keep your eyes peeled, this collaboration is set to evolve, and Bembury’s just getting warmed up.