PUMA, SHELFLIFE AND THE NINE FOUR
UNVEIL CO-BRANDED NINEFOURIA
RUNNING CULTURE COLLECTION

Cape Town, 3 April 2025 – PUMA, Shelflife and iconic urban running crew The Nine Four
have launched a co-branded collection of disruptive running apparel available via the
independent sneaker store in Cape Town.

Ninefouria Volume 1

Which bridges the gap between running and culture, performance and
fashion, has the tagline: the whole is always greater than the sum of the parts. It celebrates
collective euphoria – the contrast between the solitary runner’s high and the electrifying
force of the crew’s shared momentum.

“It’s about the energy that multiplies when individuals move as one, transforming effort into
something transcendent. It’s where culture is born – forged by the bonds that emerge in the
space between exhaustion and exhilaration,” said Nine Four founder Paul Ward. “It is the
alchemy of connection – the fusion of unlikely souls converging to create something far
greater than what could ever be achieved alone. A phenomenon that thrives not in isolation,
but in the powerful unity of many.”

PUMA and The Nine Four

have partnered for more than a decade and members of the crew
have raced across various distances and in multiple continents. The run crew operate out of
a clubhouse, The Burrow, in Loop Street and host regular crew runs and activations
including launches of the latest PUMA running shoes.

The mostly monochrome Ninefouria Volume 1 collection features richly detailed designs,
and includes vests, running bras, long sleeve crew tops, graphic Tees, as well as shorts,
tights and a visor. The striking graphics created by Cape Town illustrator, artist and designer
Cheyne Maasdorp, play with the logos of the Nine Four – including their iconic bunny –
alongside those of PUMA and Shelflife. Maasdorp, who creates work under the name Urika
Boss, now works for PUMA in Germany but has been in the Shelflife, PUMA and Nine Four
ecosystem for several years.

“The Nine Four are so much more than a run crew,”

said Brett Bellinger, PUMA SA
Marketing Director. “They are a space where creativity thrives, where culture is born rather
than imitated. So, as a collection of outliers, they are an ideal co-branding partner for this
collection of disruptive running kit. We look forward to seeing non-conformist runners out
there celebrating the runner’s high with Ninefouria.”

This collaboration is exclusively available at Shelflife and their online store. Items range in
price from R399 for a running cap to R2 099 for oversized pants.

“We’re heavily focussed on the stuff that makes our ecosystem robust outside of retail,
product, trends and the daily grind. Health and Wellness is a massive part of this, keeping
both body and mind safe and strong,” said Jake Lipman, Brand and Marketing Manager of
Shelflife. “So, it made perfect sense for us to continue our partnership with The Nine Four
and PUMA, two crews who are as focussed on culture and community as we are.”

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