Founded in Boston in 1949, PRO-Keds has spanned generations, accompanying sporting legends, hip-hop icons and urban movements that have defined American culture. 75 years on from its founding, the brand is speaking to the world once again in a language that weaves together the strength of its heritage with the energy of the present. At Pitti Immagine Uomo, the brand invites us into an immersive experience where trainers, art and cutting-edge technology come together to tell a new story of lifestyle, culture and innovation. For the occasion, PRO-Keds is also unveiling a collaboration with Nivara, a European scale-up specialising in the creation of AI models for businesses, with a spin-off dedicated to the fashion sector. Thanks to this partnership, PRO-Keds becomes the first fashion company globally supported by dedicated artificial intelligence.