LONDON, Nov. 7, 2011 /CNW/ - Global sportlifestyle brand PUMA® has revealed an inspiring and contemporary collaboration, launching
technical football kits for PUMA's 10 partnered African National
football teams. Each kit is designed by a renowned artist from the
Creative African Network (CAN) - a PUMA platform connecting and
promoting artists from and in Africa. This unique collaboration is
complemented by a month-long exhibition at the Design Museum, London
that showcases the artists' design inspirations.
(Photo: http://www.newscom.com/cgi-bin/prnh/20111107/492283-a )
(Photo: http://www.newscom.com/cgi-bin/prnh/20111107/492283-b )
Today's unveiling at the Design Museum in London, brought together high
profile football players and CAN artists from each of the 10 PUMA
partnered teams, including Samuel Eto'o of Cameroon, John Mensah of
Ghana and Yaya Touré of Ivory Coast. With the 2012 Orange Africa Cup of
Nations® fast approaching, the event was the perfect platform for PUMA to
demonstrate how the brand has fused its work within sport and art,
seamlessly bringing together two worlds that don't often collide.
Central to the project is PUMA.Creative (a programme of PUMAVision),
that brings together individual artists and organizations, and provides
them with a platform for creative exchange and international exposure.
Through PUMA.Creative's CAN programme, ten artists were commissioned to
design a football kit inspired from the country's heritage, culture and
traditions-to create unique and inspiring designs for their home
"PUMA has been at the forefront of integrating the two disparate worlds
of sport and art, and today through a celebration of football, art,
colour and culture, we have shown to the world how these two spheres
can be uniquely combined," comments Franz Koch, CEO of PUMA SE. "PUMA
has a long standing history with Africa, and this event demonstrates
how as a brand we continue to be fully committed to our relationship
with the continent."
PUMA does indeed have a celebrated history with African football, each
year bringing something new and different to the football category. Art
has also featured prominently in PUMA projects: to celebrate the FIFA
World Cup 2010, the brand commissioned contemporary artist Kehinde
Wiley for a series of portraits with African football players and to
design African-inspired lifestyle products.
The PUMA partnered African national teams represented include Cameroon,
Ghana, Ivory Coast, Algeria, Namibia, Senegal, Togo, Gabon, Burkina
Faso and PUMA's newest partner South Africa, which signed with the
sportlifestyle brand in June 2011. The technical kits have been
designed to maximise the player's on-pitch performance. The jersey fits
the body closely to avoid grabbing from the opponent, and the fabric
features PUMA's U.S.P Moisture Management technology, enhancing body
performance by dragging moisture away from the body, enhancing air flow
and keeping the body at the ultimate performance temperature.
Terence Parris, Head of Teamsports Marketing at PUMA SE comments,
"African football continues to play a huge part in our global sports
marketing strategy. Over the past decade, we have progressively
developed our relationship with Africa, investing in grassroots
projects, player relationships and African federation partnerships. The
emotion and passion of African football perfectly complements our brand
ethos and we are uniquely privileged to be in a position to work with a
continent with such rich culture and heritage."
PUMA has worked with the Design Museum in London to launch a month-long
exhibition 'Interpretations of Africa: Football, Art and Design' to celebrate PUMA's inspired new football kit designs for the 10 PUMA
partnered African National football teams.
The exhibition will feature original artwork and sketches alongside
development work and the resulting final football kits created by the
artists involved, including Barthélémy Toguo of Cameroon, Zineb Zedira
of Algeria and Godfried Donker of Ghana who have all become renowned in
the art world for their emotive and captivating work. The other artists
representing their nations are: Saïdou Dicko of Burkina Faso, Ernest
Düku of Ivory Coast, Owanto of Gabon, Hentie van der Merwe of Namibia,
Samba Fall of Senegal, Hasan and Husain Essop of South Africa and El
Loko of Togo.
Alex Newson, Exhibition Curator, Design Museum, London adds, "As a
design challenge, creating a new national football kit is a complicated
and demanding brief. The results of the collaboration between PUMA and
the group of celebrated artists are remarkable and testament to the
talent, pride and passion evident in both African art and football and
this exhibition charts this unique journey."
The exhibition is open for public viewing from November 8 - 27, 2011,
10.00am - 17.45pm.
For further information please visit:
http://www.pumafootball.com, http://vision.puma.com, http://www.designmuseum.org
SOURCE PUMA SE
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