The Changing Face
The face of Football has changed and we need to adapt and change with it. The days of old are long gone,
Football is not only the globe’s most popular and televised sport, it is also extremely fashionable.
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This is evident across the board, from players, owners and investors through to coaches.
Jürgen Klopp, the head coach for our very own Borussia Dortmund, is a young energetic coach, full of character and charisma on and off the field.
He is one of many high profile coaches within the beautiful game who, like his team, tipify what we stand for as a brand.
Editorials
We see the influence of this high investment now creeping into new Football and Trend focused editorials.
Green Soccer Journal is a new 6 monthly magazine which encapsulates everything about the modern game and the relevant trends associated with the game at present.
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We also see a push towards the American market with editorials such as Howler, again a 6 monthly editon specifically targeting the North American market.
Other magazines of interest include, So Foot a French publication & 11Freunde from Germany. We also see similar magazines within the Asian market. These publications cover a wide demographic across the globe, the future is now and it’s here!
Style icons
Footballers are seen as style icons more often by many fashion houses and stylists around the globe.
We are now seeing more and more licence agreements between high profile Clubs or Federations and major fashion houses, for instance the FiGC long standing partnership with Dolce & Gabbana.
We are also seeing a trend of high fashion photo shoots, marketing campaigns and retail exhibitions for the launch of a new kit, take the French Football Federation for an example.
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SO WHILE THE COMPETITION GETS ALL SERIOUS & SOPHISTICATED...
WE REBEL & GO AGAINST THE GRAIN... A TOUCH OF ANARCHY BY PUMA.
rebel with a cause
To rebel and go against the grain is not something we should be scared of or take out of context.
It’s a mood, a feeling, something we at PUMA have been doing within the Sporting Arena since 1948.
We are the cheekier, more mischevious brand that pushes the boundaries of what is considered the norm, so why change a habit of a lifetime?
The reality we face is this...Nike and Adidas are so far ahead of us in the game we might as well be on a different field.
So why don’t we start our own game on our own field and do what we do best...Rebel.
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nature of rebelling
It’s in our nature to rebel, we have been rebelling from day one. We rebel by pushing the boundaries, asking the questions that no other brand is willing to ask, this is our rebellious nature.
We have shown this over the years with various assets. The past is the past, but we should never forget it, walk away from it or be ashamed of it. Instead we should embrace it and celebrate it. As this is who we are and this is what we stand for!
For example, Diego Maradona, arguably the best player the world has ever seen, but also one of the most controversial. He was most infamously known for his “Hand of God” goal in the 1986 Mexico World Cup. It was this handball in the quarter-finals that knocked England out of the tournament which Argentina then went on to win.
The 1974 World Cup in West Germany saw Johan Cruyff wearing our very own PUMA King boots famously remove one of his 3-Stripes from his kit which was approved by the Koninklijke Nederlandse Voetbalbond (KNVB) due to sponsorship arguments.
And finally who could forget the famous 1970 World Cup again in Mexico. Where in the final between Brazil and Italy, Pelé in the opening moments of the match, asked the referee to pause the game while he tied his PUMA King boot laces. This was captured by TV cameras and broadcasted around the globe, he was paid a handsome fee for this gorilla advertising tactic.
We are Rebels!
the future rebel
Why Marco Reus? ...That’s easy, he represents youth, energy, stength and future, that’s why!
He has his own unique style and applies his rebellious nature on the pitch, not with his skills, but with his distinctive disregard to the rules.
Reus is synonymous for wearing a White tee under his jersey which is visable during the game. This may not be considered rebellious by many, but this is his own quirky twist of going against the grain and defining his own unique style.
Time to change the game.
SS15 CREATIVE DIRECTION
strip back, minimalize, & intensify.
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SOmetimes it’s about what isn’t there rather than what is.
By taking away the unnecessary noise in the background you start to see the beauty of the design, you can then start to understand and define its true meaning.
Through form and functionality we can begin to attract, capture and engage our consumer on many different levels.
Performance is our mantra, everything we do starts and ends with Pro Athletes. To know the consumer and understand their needs is pivotal, everything designed for a reason, no gimmicks included.
back to the future
With a rich wealth of history grounded in Football, we will look back at what made us an iconic figure in the 70’s and 80’s.
We will reinterpret and redefine our heritage through the T7 shoulder stripe with modern applications, this is not a trip down memory lane, more a dive back to our past to redefine and cement our future.
actv performance
We introduced ACTV taping technology into our jerseys in the 2014 season, and our aim is to continue with this ground breaking technology and improve its values going forward.
We will introduce HeiQ Adaptive AC a fabric finishing which is based on the principle of dynamic moisture transport. The treated fabric adapts its properties according to the climate conditions and therefore thermo regulates the body.
seasonal concept
Grow and elevate the ACTV concept. We have a proven award winning technology that is backed by the board and PUMA owned.
How?...By amalgamating the ACTV technology with seamless engineering.
Why?...To maximise and enhance the consumer benefits, reducing weight and friction within the jersey by removing all unnecessary seams.
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graphic concept
Bold geometry blown out of proportion and manipulated to create optical effects.
Taking what is to be considered the norm and giving it a surrealist look and feel to it, creating a 3 dimensional outlook from a 2 dimensional platform.
on pitch
Inspired by the past and modernised for the now.
From all over repeats to broken down information, the combination of bold geometrics and gradient fades harmonises well and creates an extra layer of depth to the product.
training
Bold eye catching dynamicism designed to grab your attention from anywhere on the pitch.
A adventurous statement that screams rebellion, a true head turner on and off the field.
Casual wear
From the terraces to the club, be proud of your colours and don’t be afraid to show it.
The end use of this capsule collection is designed to be used by our assets, it will compliment the Team Training line as a Casuals range and also be retailed as an Inline collection.
It will consist of on trend silhouettes complimented with seasonal fabrications and an intense attention to detail.
colours
Vibrant artificial colours set against a more natural dulled down backdrop.
A clash of colours mixed together in a rebellious way, a clash of worlds to make us stand out from the crowd.
season highlights
A small selection of some of the season highlights the team worked on.
