PUMA and Salehe Bembury launch bespoke travel wear for 11 national teams
PUMA has collaborated with designer Salehe Bembury to create a bespoke travel wear collection for the 11 national teams it sponsors, ahead of the summer's biggest football tournament. The collection includes a reimagined KING tracksuit, jersey, t-shirts, shorts, and the Velum 1 Akita sneaker with NITROFOAM™ cushioning and UV-reactive color-changing finish. Each team received a unique visual code based on its geography, cultural heritage, and biological narratives, amplifying national identities rather than homogenizing them.
Key facts
- PUMA collaborated with Salehe Bembury on a travel wear collection for 11 national teams.
- The collection is designed for pre- and post-match moments, not on-field play.
- Includes reimagined KING tracksuit, jersey, t-shirts, shorts, and Velum 1 Akita sneaker.
- Velum 1 Akita features NITROFOAM™ cushioning and UV-reactive color-changing finish.
- Each national team received a unique visual code based on geography, culture, and biology.
- The collection launches ahead of the summer's biggest football tournament.
- Salehe Bembury's method focuses on amplifying national identities.
- The collaboration is described as non-standard for sports partnerships.
Entities
Artists
- Salehe Bembury
Institutions
- PUMA