“It has been PUMA’s mission to fuse sport, lifestyle and fashion in a unique way and our partnership with Neil Barrett and the Italian National Team is a primary example of how we are doing exactly this,” said Jochen Zeitz, PUMA Chairman and CEO. “Here in Milan, we are debuting the fashion element of the collection. Later this year, we will come full circle to introduce the official kit for Euro 2004, making “Italia” the first PUMA collection to span all categories sport, lifestyle and fashion.”

“I have always pushed the blend of technical sportswear with tailoring, be it in the cross-usage of fabrications, construction or design details,” said Creative Director Neil Barrett. “This rare opportunity with PUMA enables me to apply the reverse mechanism with one of the greatest brands in the world of sport.”

Originally inspired by travel, 96 HOURS now evolves to capture movement as its inspiring force and sport as the conceptual energy of fashion. The collection by Barrett was designed to span 96 HOURS in the life of team “Italia”. Each new season will feature a different sport in order to create a fully integrated range of apparel, footwear and accessories for the modern, international, fashion-conscious man and woman.

More details about the sport and lifestyle “Italia” collections will be provided in March during the launch of the official playing kit.