PUMA is expanding the intersection between sport, fashion, and cultural storytelling through a new collaboration with designer Salehe Bembury, unveiling a travel-focused collection created for the 11 national football teams the brand will outfit during this summer’s major international tournament.
Rather than approaching the project through a standardized sportswear formula, the collection introduces a far more design-driven perspective, positioning team apparel as an extension of national identity and contemporary streetwear culture.
Bembury’s approach moves beyond conventional performance kit design, drawing instead from each country’s distinct cultural references, architectural language, geography, and historical character. The result is a series of visually differentiated looks that reject generic tournament aesthetics in favor of stronger storytelling and individual expression. Nations including Portugal, Morocco, and Ghana receive their own unique visual treatment, transforming what might traditionally be functional travel apparel into something with far greater stylistic depth.
Classic sportswear silhouettes form the foundation of the collection, but each is reinterpreted with a more fashion-conscious sensibility. Jerseys, shorts, and PUMA’s longstanding KING tracksuit are refreshed through bold graphics, layered textures, and a more elevated streetwear attitude designed to move fluidly between transit, training, and spectator culture. The emphasis is less on strict athletic uniformity and more on adaptability, clothing intended for both athletes in motion and fans engaging with the tournament beyond the pitch.
Completing the release is the Velum 1 Akita sneaker, a footwear component that pushes the collection further into lifestyle territory. Defined by a UV-reactive surface that shifts color when exposed to sunlight, the shoe introduces an element of unpredictability and experimentation, reinforcing Bembury’s reputation for material innovation and unconventional design choices.
With this collaboration, PUMA continues to blur the boundaries between performance sportswear and fashion-led product design, while Bembury applies his signature visual language to the emotional landscape of international football. The result is less a traditional tournament collection than a broader statement about how sport, style, and cultural identity increasingly move together.
Follow PUMA on: Website / Instagram / Facebook
Photos by PUMA
