PUMA launched its second major football product phase by introducing a collaborative project with designer Salehe Bembury. This product rollout follows the company’s March release of eleven national federation uniforms. The new, streetwear-focused product line introduces customized travel garments and specialized goalkeeper uniforms for the eleven national teams that qualified for the summer tournament.
SPORTSWEAR
The design partnership alters traditional football history by applying Bembury’s distinct aesthetic style, which combines natural textures with high-performance product features. The apparel items ensure that players maintain their personal identity and visual expression during initial tournament departures and transit between competitive matches.
The design team altered classic athletic shapes to create a vivid visual look across the product line. The clothing assortment updates the recognizable KING warmup suit, match jerseys, casual t-shirts, and athletic shorts. To complement the apparel, the brands developed the Velum 1 Akita shoe. This footwear model contains PUMA’s proprietary NITROFOAM padding system. The shoe material also features a specialized ultraviolet-reactive coating that changes color under direct sunlight to mirror the outdoor conditions of an international sports tour.
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Dominique Gathier, the Vice President of Teamsport at PUMA, noted that football represents culture, personal identity, and regional pride. He explained that while the KING product line possesses a multi-decade history, that history constantly evolves. PUMA mixed this historical background with Bembury’s observations of environment and culture to build a line that offers utility for players and visual expression for football followers. The competing squads will travel to the global event wearing designs tailored to their specific home countries.
Bembury avoided uniform designs that apply identical styles to every group. Instead, the designer established unique visual guidelines for individual national squads. He studied regional geography, local biology, and historical architecture to generate an identifiable connection to each home country. The collection’s goalkeeper outfits replicate these regional concepts so the defensive players maintain high visibility on the playing field.
Bembury stated that the collection respects the historical identity of the KING line while broadening its consumer reach. He explained that the TRVL WEAR garments extract design ideas from the regional traits of individual federations to create clothing suitable for stadium use or daily wear. He designed the apparel system to transition between competitive athletics and normal everyday activities.
PUMA plans to release multiple product groups before the athletic competition begins this summer. The upcoming releases include footwear developments that serve nearly twenty-five percent of the tournament’s national teams, alongside the fashionable travel clothing and goalkeeper gear from Bembury.
The announcement introduces the second phase of the rollout, featuring the Bembury apparel that tournament players will wear. The third phase will debut closer to the summer tournament matches and will introduce three advanced football cleats, including the brand-new ULTRA 7 model. The PUMA x SALEHE BEMBURY TRVL WEAR collection will be available on the company website, in corporate retail locations, and at designated international shops starting June 4th.
