Crustaceans and crash helmets provide the inspiration for a new footwear direction from sportswear specialists Puma. Global director of brand management, Tony Bertone, explains that his company's latest alternative to the trainer, an all moulded plastic shoe, is designed to have "a hard outer shell but be soft within," and that the aim is to give the wearer the same sense of "protection from harm that a motorcyclist experiences when he dons a helmet."