Puma’s latest initiative, launched on 24th March, celebrates diversity within football across the world. The initiative consists of four jersey collections inspired by four different cities, spanning from New York and Naples to London and Tokyo. Puma takes a closer look at each city’s football culture by partnering up with various collaborators with the objective to drive diversity within the sport.
Football turned its attention to the issues of racism since the “Kick Racism Out Of Football” campaign back in 1993. Kick It Out, the organization behind the movement, celebrates its 25th anniversary this year, a reminder of how far the industry has come and how far it still has to go. This project is important as promoting diversity within the football world allows for the invention of new traditions, it discards archaic social norms and fights limitations.
One of Puma’s collaborators, football media outlet COPA90, designed the ‘New York’ jersey, using the city’s distinctive characteristics. When speaking of New York’s football culture, Puma says “Just like the city itself, the soccer pitches draw together people from different backgrounds, allowing them to forge their own traditions”.
The NY-inspired, black jersey features COPA90’s logo in gold lettering. New York’s famous skyline and recognisable buildings are used as a repetitive motif throughout the t-shirt, with the iconic Statue Of Liberty, placed front and centre. A focal point of the jersey is the number five, representing the city’s boroughs; Bronx, Brooklyn, Manhattan, Queens and Staten Island. Symbolising a united community, the slogan above reads “5 Boroughs, 1 City”, demonstrating the want and need for an inclusive and diverse sports industry.
Other collaborators included are NSS Magazine, SEASON Zine and SHUKYU to celebrate ‘The Influencer Pack’. Want to cop a jersey in support? Head over to PUMA or select football retailers worldwide to pick up your favourite one, or four.
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