There was a time when sneakers were just your most comfortable shoes. Then came rappers, making them a flag to their road from street to stardom. Then came sneaker heads lining up for their ultra-limited editons and then fashonistas, lately thrilled by Balenciaga and Gucci branded kicks.

Making your way within these tribes, cultures and sub-cultures may be not easy, and if collaboration is considered the most powerful platform to reach a broader consumer attention, it is only natural that sneaker brands are the most efficient power users of it.

The same collaboration model is used more and more by the beauty business also: that’s why PUMA converges to beauty to enlarge its scope.

Celebrating the 50th anniversary of the iconic Suede model, PUMA joins forces with the world’s leading professional makeup authority M.A.C. to introduce three special-edition Suede sneakers

In the hues of M.A.C. most legendary lipsticks, PUMA x M.A.C. features the dramatic coral-red of Lady Danger, the daring burgundy of Sin and the sweet, peachy beige of Crème d’Nude as they take their place on sneakers steeped in old-school cool.

“Beauty meets movement to create style that will always move us” is the tagline for this collaboration, teased by some instagram pictures and announced to be launched May 17th, in USA only, unfortunately for the rest of the world PUMA and M.A.C. fans.