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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.
a little history of french stripes
The striped shirt was originally a naval sailor’s uniform, designed to help distinguish the sailors from the waves so you could find them more easily when they fell overboard.
At the time, all the French navy hailed from Brittany, so the shirt was coined the “Breton” shirt and displayed 21 stripes – one for each of Napoleon’s victories.
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On a trip to the coast, Coco Chanel became inspired by the sailor’s clothing and used it in her 1917 nautical line. Chanel designed her Breton top for ladies to be worn with flared trousers as a stark contrast to the then-popular corseted dress look for women.
Maybe they took the term “nouvelle vague” (literally: new wave) a bit too seriously, but the 1950s and 60s cinema in France re-embraced the sailor look whole-heartedly. Breton stripes graced the silver screen and became synonymous with the era.
“striped shirts these days are the closet essential, just like a black tee.”
National pride
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When Nike replaced Adidas as the official supplier to the FFF they positioned themselves with true French pride.
creative concept
As the Euro Champs will be played in France, we aim to hit the competition where it hurts and beat them at their own game...by owning the stripe!
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vs
In the 2011 Rugby World Cup which was held in New Zealand, Nike introduced an all black jersey for England’s alternative uniform.
DISRUPT
This tactic was aimed to disrupt the home team who have trademarked the identity as the All Blacks. There were proven studies that showed any team who saw the all black jersey automatically felt under pressure due to the shear impact of facing the All Blacks.
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creative concept
Stripes have been synonymous within Football since the 1870’s. PUMA has a rich history within the game and has been reinventing the stripe since its birth in 1948.
Some examples would be the 2010 Brush Stroke stripes, 2012 BVB Champions League Gaffer stripe & the forthcoming AW14 BVB Home jersey.
own the stripe
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Stripes are a stable ingredient within product design, we can create unique and dynamic outlooks simply with color.
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Gradated stripes with a flash of color, bold and simple in order to make it badge, number and sponsor friendly.
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Inspired by our rich wealth of history within Football, we will reinterpret the stripe with a modern dynamism across all product categories.
if you want to win the game you have to be the fastest and strongest player on the pitch...puma actv 2.0
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By introducing glued seams and engineered mesh zones we can make each garment lighter, faster and more dynamic.
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time to bring football home
season highlights
A small selection of some of the season highlights the team worked on.
