PUMA and Neil Barrett Launch “Italia” Kit

March 29, 2004

Milan, Italy, March 29, 2004 – PUMA and Neil Barrett launch the 2004 Italian National Team kit at Stadio Meazza (San Siro), Milan. Named creative director of PUMA’s Italia Collection in 2003, Neil Barrett provided the creative vision of the new playing kit, lifestyle apparel range and personally designed the offical formalwear for the team. The team will represent Italy in the complete kit on March 31st against Portugal.

Neil Barrett has worked closely with PUMA’s design team to combine the brand’s technical sport expertise with his fashion sensibility for a full spectrum of Italia products that spans performance sport, lifestyle and fashion. The inspiration for the new playing kit came from protective armour worn by Roman gladiators blended with Barrett’s signature “layered” garments. Various items from the jersey, short and shocks, reflect this inspiration.

“PUMA is a brand known for blending elements of sport, lifestyle and fashion and this collaboration with Neil Barrett and the Italian National Team is our strongest campaign to date where each element has been executed under one umbrella,” said Jochen Zeitz, PUMA Chairman and CEO. “In January we debuted the fashion element on the catwalk here in Milan, and now we are back to reveal the kit along with the rest of the range.”

Neil Barrett specifically designed a formal “representation suit” for the players. The team officials, both men and women, will also wear a PUMA suit designed by Barrett. A version of this will be available for consumers this autumn in PUMA’s 96 HOURS collection, which was debuted at Milan Fashion Week during Neil Barrett’s catwalk show.

To complete the Italia collection, there is a complete lifestyle range. This collection blends PUMA’s sportlifestyle positioning under the direction of Neil Barrett. Key elements of this range include the integration of embroidered badges and unique appliqués.

All PUMA Italia products will be available at retail on April 3 in PUMA Flagship Stores and select retailers.