Tamagotchi's anniversary year has already brought ribbons, planners, and phone cases. This week it goes sporty. On October 30, PUMA Japan announced PUMA x TAMAGOTCHI, a full capsule for Bandai's pixel pet that launches November 13. It's the first collaboration between the two brands, and one of the boldest fashion moves of the 30th anniversary so far.
The centerpiece is the SPEEDCAT TAMAGOTCHI, built on PUMA's low-profile Speedcat — a silhouette born in the motosport paddock more than 25 years ago as fire-resistant Formula 1 footwear, and now one of the brand's most-loved street shoes. It comes in two colorways, Warm White/Aged Silver and Black/Aged Silver, at ¥16,500 (tax included). The leather upper keeps the classic racing shape with PUMA's Formstrip down the side, but the details are pure Tamagotchi: pixel-embroidered hearts lined up like a health gauge, tiny characters stitched near the toe, the Tamagotchi logo on the insole, and a white lace charm shaped like the device itself. Walk anywhere in these and the screen follows.
Around the shoe, PUMA built a full fall-winter wardrobe. The hooded jacket uses a brushed fabric, with Tamagotchi tape on the sleeves and a large pixel pet printed across the back (¥12,100). There's an oversized crew-neck sweatshirt (¥10,450), a hooded long-sleeve tee with a colorful Puma Cat graphic (¥7,150), and women's sweatpants (¥9,900). The crew and the pants carry tags modeled on the classic Tamagotchi shell. The accessory is the PUMA x TAMAGOTCHI MINI GRIP, a compact white bag with black piping and a Puma logo for ¥9,900.
Nothing here screams throwback. PUMA keeps its own muted, dark palette, so the pixel art does the loud part — the result looks current rather than nostalgic, which is exactly the right read for a 30-year-old brand that refuses to age.
Where to find it: November 13 from 10:00 AM JST on PUMA's Japan online store, in the PUMA app, and at PUMA stores from Harajuku Cat Street to Shibuya, Osaka, Odaiba, Kyoto, and Sapporo. In an unusual touch, the lineup also lands at the official tamagotchi shop, Tamagotchi Factory, on the third floor of Harakado in Harajuku. Japan is confirmed so far; PUMA hasn't announced a wider rollout.
PUMA is in on the anniversary beyond the merch, too. The Harajuku Cat Street store is a stamp stop for "Tamagotchi Atsume," the stamp rally running through the Cho Tamagotchi Festival in the Harajuku-Shibuya area (November 7 to December 6). Fitting, since the festival's main venue, Harakado, is the same building where the collection shows up.
There's a quiet symmetry in the pairing. The Speedcat was born in the racing world around the same time Tamagotchi was taking over classroom keychains, and both spent the years since being rediscovered by new generations. Tamagotchi itself turns 30 on November 23. When the anniversary lands, you can mark it the old way — with a pixel pet beeping on your wrist — or by lacing up a pair of Speedcats that look like the screen pixelated out onto real leather. Both feel right.
Sources grounded in: PUMA Japan press releases via PR Times (Oct 30 announcement + Nov 6 launch details), PUMA Japan launch calendar (Nov 13, 10:00 JST), and corroborating coverage from AppBank, UP TO DATE, Sneaker Lab (nikelab.jp), KICKS LAB, and Oneness Boutique. Style codes omitted deliberately (sources disagree: 403735 vs 409733); every other figure — prices, colors, dates, stockists, stamp-rally participation — is backed by at least one of those sources. Word count: 532 (body).