On each jersey the club’s badge has been repositioned and placed on the back of the jersey beneath the collar. Select jerseys complement this with an innovative use of the club’s crest as a tonal repeat graphic embossed into the fabric of the jerseys. The most eye-catching feature of the jerseys is the placement at the heart, of the club’s name emblazed across the front of the jersey in each clubs’ bespoke font, with the PUMA cat centrally positioned to add balance to the visionary design.

Driven by PUMA’s brand DNA to be brave, the new designs defy convention, taking inspiration from other sports and key streetwear and fashion trends.

“Our aim was to challenge traditional football jersey design. We wanted to look at the kits through a new lens and push the boundaries as far as possible. It is easy to play safe, but we want to change perceptions of a conventional football jersey”, said Carl Tuffley, Senior Head of Design Manager Teamsport. “The Third kits are an opportunity to be bold, so we wanted to reenergize these jerseys and take a new direction. To mark this special multi-kit launch, we also wanted to unveil all 10 kits in an innovative way by giving fans exclusive content, access to star players of the clubs and win jerseys all in one show.”