iCell and Cleats

We are having a very difficult time understanding PUMA's iCell Technology. We will continue working on this page until we are comfortable with the information we have provided.

We continue to be frustrated and amazed by the shoe industry's use of technical jargon that probably they don't even understand. We really wish they would just put these descriptions in words and terms that everyone can understand. But hey! That is one of the reasons we are here! We wrote an e-mail to PUMA asking for some general information about iCell. This was their response...

"Here is some information about the Cell Technology:

IdCell is a structure of highly resilient EVA. The anatomically specific placement is designed to support the forefoot, to get a responsive toe-off and to reduce energy loss.

duoCell has been engineered to combine cushioning and stability. The cell layers, made of a super elastomer, greatly reduce the impact forces upon heel strike. The independent cells support a natural foot motion and slow the foot's inward rotation. The result is a long lasting, softer, more responsive cushioning to help prevent injury."

We also found the following definition about iCell, "A low-density, anatomical polymer designed in key forefoot and heel areas to increase shock absorption and balance your stride."

And talking about technical jargon... the above "low-density, anatomical polymer" is simply refering to EVA. And EVA is another technical jargon which translated to lightweight, "cushiony", soft stuff! : )

We think that the IdCell and the duoCell are used more in running shoes. We see references to iCell in PUMA's Cleats. So we can make a general conclusion that the iCell is a cell (pocket, bubble, area, etc...) that contains EVA to give a softer "cushiony" feel and maybe it absorbs some impact and also might return some energy (make you quicker, faster, etc...).

When PUMA starts talking about "anatomically specific placement" they are probably referring to the ability of these cells to help keep your foot in a correct position during movements (running, walking, side-to-side, etc...). You can read more on your foot movement by clicking here.

At this point we can't dispute or confirm any of these claims. We will continue to research iCells and their use in cleats and keep you updated.

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