To accompany the launch of the new Home kit, PUMA and AC Milan unveiled a new video featuring the captain of the men’s team, Davide Calabria, alongside Olivier Giroud, Rafael Leão, Mike Maignan Thiaw, Fikayo Tomori, and Charles De Ketelaere. The video also includes AC Milan women’s team players, Kosovare Asllani and Nesrien Bahlouli. The video highlights the main element of the new jersey design in which the ‘M’ serves as a link between the Club and the city. Iconic elements of the city appear in the video, illuminated by red and black lights to symbolize the passion for AC Milan worldwide.

Casper Stylsvig, Chief Revenue Officer at AC Milan, commented: The Rossoneri jersey has always been the emblem of the DNA of our Club and of our fans. A symbol of passion capable of going beyond the playing field, expressing a sense of belonging and style on the pitch, in the stands, and in the lives of all the fans, transcending into a lifestyle icon. Today, more than ever, with the launch of this new Home kit, we reaffirm our bond with the city of Milan, celebrating its vibrant energy and the attitude of its citizens, who embody the innovative and progressive spirit of this fantastic city.”

"We are incredibly proud of our partnership with AC Milan and the kit for the upcoming season. The design is reflective of PUMA’s mission to forever evolve sportswear, and it embodies AC Milan’s progressive spirit. This jersey is more than a kit; it’s a symbol of unity and forward momentum for the team, the city, and its loyal supporters," said Marco Mueller, PUMA Senior Head of Product Line Management Teamsport Apparel.

The new jersey features cutting-edge technology to provide optimal performance and comfort on the pitch. Engineered with ULTRAWEAVE fabric, the kit boasts a structured, 4-way stretch design that reduces weight and friction, allowing players to move freely and comfortably. The dryCELL technology integrated into the fabric is designed to keep your body free from sweat.

The Replica version is made with 100% recycled polyester and equipped with dryCELL sweat-wicking technology to keep you dry and comfortable throughout the 90 minutes and beyond – no matter the time, pitch or place. Both jerseys are made with 100% recycled materials, excluding the trims and decorations as a step toward a better future.

Celebrate the City of Milan with the 2023/24 AC Milan Home kit available from June 1st at PUMA stores, PUMA .com, the AC Milan store at the AC Milan Stadium, store.acmilan.com and at select retailers worldwide.

AC Milan will debut the new Home kit on June 4th in their Serie A fixture against Hellas Verona FC. 

The two global icons join forces in an official sponsorship agreement for the upcoming 2023-2024 season.

PUMA, one of the world’s leading sports brands, has announced its official five-year sponsorship with Saudi Arabia’s Al-Hilal FC, one of the world’s most decorated football clubs. 

The groundbreaking partnership unites the two global giants as they come together to transform the country’s thriving and passionate football culture with dynamic new initiatives and products.

PUMA will design unique bespoke team wear and training equipment using its signature ULTRAWEAVE technology for both the Al-Hilal men and women’s football teams starting the 2024-2025 season. The partnership marks PUMA’s continued expansion into football, meeting the region’s ever-growing passion for the game with the Arab World’s most celebrated and successful football club.

Commenting on the partnership, The Chairman of the Board of Directors of Al-Hilal Club Mr. Fahad Bin Saad Bin Nafel said: “We’re delighted about this new partnership with PUMA until 2027. The long-term nature of this agreement means both parties are committed to work together with a strong focus on bringing global exposure for the team as well as developing new campaigns and initiatives which place our communities in the spotlight. We are excited to start our journey together with PUMA being the first in the region with our very own bespoke kit designs and we believe that this partnership will set a new benchmark for Saudi football.”

PUMA Middle East GM, Taner Seyis, added: “The partnership we signed with Al-Hilal provides new opportunities with one of the world’s most passionate football fanbases, in a market that is seeing unprecedented growth and dynamism across all industries. We are committed to working together with Al-Hilal, in the Kingdom and globally, to deliver impact both on and off the pitch.”

As part of the partnership, we will see both organizations working together to provide long-term initiatives for Saudi youth, connect with local communities, and create exclusive PUMA product ranges to the delight of fans across the Kingdom and the globe. 

Sports company PUMA and Formula 1 have signed an agreement which will make PUMA the official supplier at Formula 1 races, granting the brand the right to produce F1 branded apparel, footwear and accessories. PUMA will also equip Formula 1 staff at track and create Formula 1 fanwear that targets the sport’s different audiences with exciting lifestyle and motorsport collections. The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024.

PUMA has a long and successful history in motorsport. It has developed fireproof overalls, race shoes and other high-performance racing gear for F1 drivers since the mid 80s as well as teamwear, fanwear and lifestyle collections for the sport’s most successful teams. Today, PUMA is the leading provider of race gear and lifestyle collections in Motorsport with partners such as Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.

Formula 1 has seen a sharp rise in popularity in recent years, with its fanbase becoming younger and more diverse. Cumulative TV audiences have also grown to reach 1.5 billion viewers race attendance also reached record levels in 2022, with the sport continuing to grow on social media. The partnership provides PUMA with the opportunity to augment its established dominance in the sport by appealing to a broader fan base, tap into more diverse consumer groups and bring the inspiration of on-track gear to off-track fashion.

“PUMA has become the most authentic and credible sports brand in motorsports and has the expertise to create the best products for the world’s leading drivers and teams as well as for its fans”, said Arne Freundt, CEO of PUMA. “The influence of motorsport, and Formula 1 in particular, on sports- and streetwear culture has significantly increased in recent years. Our new partnership with Formula 1 is an exciting opportunity to further explore this blend of motorsports and lifestyle. PUMA has always sat at the intersection of sports and fashion and we feel we are in the perfect position to translate the culture of the sport into relevant streetwear collections and drive brand heat with a young, affluent, and diverse audience.”

Stefano Domenicali, President and CEO of Formula 1, said: “As F1 continues to grow around the world, we have been reaching new fans through exciting collaborations and are seeing the sport enter areas of mainstream culture we have not seen before. PUMA has a rich history in motorsport, making them the perfect fit for F1 as we take the sport’s apparel to the next level for fans on the street, drivers in the paddock, and everything else in between.” 

PUMA’s subsidiary stichd, a company for licensed fanwear as well as legwear, bodywear and swimwear, will exclusively operate the fan retail stores during race weekends. These shops will sell Formula 1 licensed products as well as replica teamwear, fanwear, and special edition collections from all ten teams on the Formula 1 grid and F1 legends.

“Selling fanwear at every F1 race is a fun and challenging project because the conditions at every track are different, from the hillsides of Zeltweg and Spa to the city centers of Monaco and Baku,” said Nina Nix, CEO of stichd. “No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”

stichd will set up to 65 mobile stores at more than 20 races in 19 different countries, equaling more than 4,000 sqm sales space. The stores are made from durable and lightweight materials, so they can be transported efficiently from one event to the next. 

The first PUMA x Formula 1 products will be available at PUMA stores worldwide and PUMA.com, starting February 2024.

With a large following on social media, Dara is one of the most popular singers in Bulgaria and has become an important influencer for young generations in her country.

For her first photoshoot with PUMA, Dara wore the company’s iconic T7 track jacket in black and the MAYZE sneaker, one of PUMA’s most popular footwear styles for women.

A focus on local relevance is an important part of PUMA’s corporate strategy and its local ambassadors complement its international line-up. Last year, the company signed pop stars Teodora from Serbia and Eleni from Greece.

At only 26 years old, “KoKo”, as she is known in the track and field community, can already look back on an impressive career. She is the reigning European Champion in the 5,000 meters and has medaled at the World Championships and the European Indoor Championships. She has set several German records ranging from 1,500 meters to 10,000 meters.

Apart from her success on the track, Klosterhalfen has also shown that she can be a serious contender in road races. She won her debut half-marathon race in Valencia last year, setting the third-fastest time ever run by a European woman.

“KoKo is an incredible talent who has proven her speed time and time again,” said Pascal Rolling, Head of Sports Marketing Running. “We are very excited that she has chosen PUMA to partner with, both on the track and on the road.”

Following the introduction of a new line of running products that uses PUMA’s NITRO technology, the company built a strong team of middle and long-distance runners, including Olympic medalist Molly Seidel, World and Olympic Champion Emmanuel Korir and Jenny Simpson, one of the most successful runners in US-history.

On the track, Klosterhalfen will compete in PUMA’s new evoSPEED Distance NITRO Elite+ 2 spike, an ultra premium race day shoe which incorporates PUMA’s latest NITRO ELITE midsole for responsive cushioning and a full-length internal carbon plate for exceptional energy return.

For road races, she can choose from PUMA’s latest road running shoes such as the Deviate NITRO Elite 2, which is made with a carbon fiber PWRPLATE that ensures stability and maximum running efficiency combined with the supreme cushioning of PUMA’s NITRO ELITE foam.

The collection showcases an exclusively designed hoodie, tracksuit pants, and t-shirts. Standout pieces of the collection are the outerwear and t-shirts; including an exclusively designed Mercedes-AMG Petronas F1 Team jacket; available in two striking colorways, as well as a choice of comfortable and stylish knitted crew neck sweaters. These pieces feature bespoke elements of the Team’s current Mercedes-AMG Petronas F1 W14 E Performance - as raced in the 2023 season by Lewis Hamilton and George Russell. Such elements include drawings of the "Halo" - the safety infrastructure that protects the driver while racing.

Get your X-POWER: PUMA x Mercedes-AMG Petronas F1 Team collection now in select PUMA stores, authorized retailers, and online at www.puma.com.

“Noah are true masters of the craft when it comes to reinterpreting classics. Working with the team to reimagine pieces from PUMA’s sporting archive has been a rare opportunity to create something fresh, a real creative synergy between the two brands – the same can be said for the campaign”, said Alexandra Weiland, Senior Head of Marketing, PUMA Sportstyle.

Directed by Brian Billow and photographed by Francesco Nazardo, the playful and irreverent visualsfollow a would-be streaker who finds himself clothed in front of a nude audience, as he interrupts a crucial moment in the comeback of a tennis superstar, causing a full-on tennis tantrum.

“We would like people to smile and remember that clothing and footwear choices should be fun”, said Noah co-founder, Brendon Babenzien.

Elevating style to an art form, PUMA x Noah season one collection is available starting July 1, 2023, from noahny.com, and selected retailers.

To commemorate the launch of the collaboration, Noah will host a special event at the brand’s SoHo flagship. Visitors will have the opportunity to face off against professional ping pong player Wally Green, who will be playing with the PUMA x Noah Star sneaker as his paddle, for a chance to win a limited edition, friends-and-family pair of the PUMA x Noah Star. The PUMA x Noah “Beat the Star” in-store event takes place on June 29, 2023, at 195 Mulberry St, New York.

‘PUMA x Noah: Winning Streak’ campaign video: https://vimeo.com/834739749

Notes to Editors

In March 2023, PUMA and Noah quietly released three made-in-Japan PUMA Clydes, crafted in partnership with a Japanese tannery renowned for its expertise in suede leather. Building on that first release, PUMA and Noah also gifted friends and family with a limited run of 200 PUMA Star pairs in the special green and white colourway, marking the first time that the archival style has been brought back as a retro release.

Worn by Winnie Harlow, the PUMA Cali Court is set to arrive in two complementary colorways, featuring green or gold detailing.

The PUMA Cali Court is available starting June 15, 2023 from PUMA.com, PUMA flagship stores, and selected retailers. 

This first footwear release within Black Station 2 will be the Fast-RB. With unique configuration of PUMA’s pinnacle running technologies, Fast-RB features four optimally placed NITRO pods and three PWRPLATES, delivering a unique bouncy running sensation unlike anything else on the market. Other notable Fast-RB features include:

• INITRO – An innovative Nitrogen-infused foam technology offering superior responsiveness in an extremely lightweight package

• PWRPLATE – Engineered to stabilize NITRO midsoles while maximizing energy transfer for powerful propulsion. 

Throughout Black Station 2, PUMA Pass NFT holders – previously called Nitro Collection – will have the option to purchase a Materializer NFT (“to-be-produced" physical) and/or Digital Collectible NFT. A maximum of 4,000 of each NFT will be available to purchase throughout the week.

As part of its 75th anniversary celebration, PUMA is highlighting its growing web3 footprint to be an always on retail shopping experience. This growing metaverse-based platform will continue to complement the company’s global ecommerce and brick and mortar shopping formats. As another means of onboarding general sneaker enthusiasts to PUMA’s web3 spaces, PUMA is opening purchase options in Black Station 2 to include usage of a credit card in addition to the current cryptocurrency payment capabilities.

MoonPay provided the Web3 infrastructure to enable the project, leveraging multiple MoonPay products including HyperMint to power the NFT smart contract & minting and NFT Checkout to facilitate NFT purchases in USD.

“We’re thrilled to invite our community into these new worlds that provide an unparalleled shopping experience,” said Ivan Dashkov, Head of Web3 at PUMA. “PUMA aims to meet our community where it shops while also exploring new and exciting opportunities within cryptocurrency and the metaverse.”

Since Black Station’s launch in 2022, PUMA has since expanded its NFT offerings and portfolio, including the recent launch of its Super PUMA PFP NFT in early 2023. Ahead of the launch of Black Station 2, PUMA updated its Nitro Collection NFT to PUMA Pass. Holders of the PUMA Pass will get first access to new, high-end PUMA products.

Users can explore Black Station 2 by visiting blackstation.PUMA.com and purchase one of PUMA’s limited-edition NFTs. The PUMA Pass can be purchased on the secondary market on OpenSea.io.

This installment of the PUMA x KOCHÉ campaign relies on the aesthetic power of colors, tones, and textures to communicate its message, emphasizing a direct connection with nature.

The second PUMA x KOCHÉ collection will be available as of June 10, 2023 at PUMA.com, KOCHE.com, PUMA stores and selected retailers worldwide.

Notes to editors

The Paris-based KOCHÉ, founded by Christelle Kocher, has become a mainstay in the fashion world, known for a commitment to craftsmanship and a unique take on contemporary couture. Behind the designs, KOCHÉ stands for empowerment, diversity, and inclusivity.

The overdyeing envelops the shoe, from the laces to the sole, giving the collaboration a DIY feel. This new take on the Velophasis also features a translucent cage tinted in purple, which is stamped with the PLEASURES logo in black.

“This is the start of a beautiful relationship. PUMA has such cool history, we can't wait to bring the PLEASURES aesthetic into a new world,” said Alex James, Co-Founder and Director of PLEASURES.

The PUMA x PLEASURES Overdyed Velophasis is available starting June 24, 2023, from PUMA.com, PLEASURES.com, PUMA flagship stores, and selected retailers. Some days earlier, on June 21st , a pre-sale of the sneakers will happen at the PLEASURES showroom during Paris Fashion Week, more information to be confirmed in the upcoming days via @pumasportstyle and @pleasures.

This is just the beginning for PUMA x PLEASURES, more to come in 2023.