What do footballers wear before they step onto the pitch? PUMA and designer Salehe Bembury have an answer: a bespoke travel wear collection for the 11 national teams sponsored by the brand, designed to accompany athletes through everything that happens before and after kick-off.
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The collaboration introduces a travel wear collection for the 11 national teams sponsored by the brand ahead of this summer’s biggest football tournament. Not match kits, but a clothing system designed to accompany athletes off the pitch: the iconic reworked KING tracksuit, jerseys, t-shirts, shorts and the Velum 1 Akita, a sneaker featuring PUMA’s NITROFOAM™ cushioning and a UV-reactive finish that changes colour in sunlight.
What sets this PUMA and Salehe Bembury project apart from a standard sports collaboration is the designer’s method: each national team received a specific visual code, built from the geographical landscapes, cultural heritage and biological narratives of that territory. The result is a collection that does not flatten national identities into a single aesthetic, but amplifies them, turning the travel moment into an extension of what those teams represent.
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