PUMA is back in basketball and, to celebrate, the brand has signed a lifetime contract with the basketballer who was the first athlete to endorse one of the brand’s sneakers: legend Walt “Clyde” Frazier. The PUMA Clyde was launched back in 1973.
The brand has also recently launched new team kits for Arsenal, AC Milan and Olympique de Marseille.
This is PUMA’s first kit for AC Milan, which it signed in February, and it honours the club’s long history and tradition: the red and black stripes on the home kit are retained in a clean and classic execution, explains the brand. The kit also features a vintage-inspired button-up collar, and the legendary Diavolo Rossonero (the Red and Black Devil) appears on the back of the neck, a nod to the famous quote by club founder Herbert Kilpin: “We’re going to be a team of devils. We’ll be red like the flames that will animate our souls and black like the fear our opponents will feel”.
PUMA is supporting the launch with a social campaign, A New Milan, that is inspired by the “youthful exuberance and creativeness of the city, and the passion of the fans that is reflected in a new era of youth and energy within the club, fuelling a burning desire to succeed,” says the brand. You can view the launch film here: https://youtu.be/m-Z_YnB2vM0.
“The desire, rhythm, and passion of the fans is what fuels the club,” says PUMA of Arsenal. This pulse is “engineered into the evoKNIT performance fabric that the new away shirt is constructed from. Running across the chest and onto the sleeves, the subtle graphic is a nod to the famous WM formation introduced in the 1930’s by Arsenal legend Herbert Chapman.”
The Peacoat Navy that forms the base colour for the shirt has been “inherent throughout the club’s DNA since their 1908 away kit and mirrored in their current crest”. The shorts feature a heather effect, created by mixing the Peacoat Navy of the away shirt and the red from the home shirt, and the socks match the shirt’s colour. The red band along the top of the socks that spell Arsenal on the back.
Both shirt and shorts are made with the seamless evoKNIT thermoregulation technology. The shirt also features engineered cooling zones that further help regulate temperature, as well as dryCELL technology that provides moisture management through high-performance yarns that wick sweat away from the body.
Olympique de Marseille is another new soccer club that was recently added to PUMA’s stable. “With 119 years of history, it has 32 major trophies to its credit, including the Champions League in 1993 and their new owner, Frank McCourt wants to build on this taking the club to New Levels of success in both French and European competitions,” says PUMA.
The sea is one of the strongest elements for the new kits – “the inspiration of the sea as the point of convergence towards the city of Marseille. The home shirt is the very essence of this inspiration.”
The shirts are made from PUMA’s evoKNIT thermoregulating technology, which features an adaptive cooling system to help maintain the perfect body temperature on the pitch, and have a seamless construction for comfort and mobility.
The video that supports the new kits’ launch “envisions an oceanic anarchic future that symbolizes the determination and eagerness of Olympique de Marseille to do battle in the coming season. Like the shirt design, it is inspired by the sea. Like the supporters of the club, it lights up the stadium with passion and ferocity.”