The new PUMA South Africa kit was also launched in Johannesburg today, by South African captain Stephen Pienaar along with Siphiwe Tshabalala, Renielwe Letsholonyane, Kagisho Dikgacoi, Darren Keet and Katlego Mphela. Featuring the very latest innovations of PUMA technology, the kit incorporates performance enhancing fabric through moisture wicking properties, mesh inserts on the side for improved ventilation and embossed fabric to enhance the optical appearance. The shirt will also feature both the Protea and SAFA badges. In line with PUMA’s CSR commitment to Africa, all proceeds from replica home shirts sales will be donated to the SOS Children Villages in South Africa, a cause designated by the South African Football Association.

Christian Voigt, Senior Head of Global Sports Marketing at PUMA said “We are delighted to enter into this new partnership with the South African Football Association. PUMA has a longstanding commitment to Africa and African football, and this new relationship further underlines our continuing investment in the continent. In partnering with the South African Football Association, we are proud to have added another great asset to our sports marketing portfolio, and we look forward to a long and successful relationship.”

Kirsten Nematandani, President of the South African Football Association said, “To announce this new commercial relationship with PUMA is a great privilege for us, and we are very happy to have secured this deal. PUMA’s presence in African football really speaks for itself, and they were the most desirable company for us to align ourselves with. Their technical innovation and excellence is of course important, but more so is the heritage and support they have demonstrated for this continent over a number of years. They are the perfect partner as we strive to grow the profile of football in South Africa in the years to come.”

South Africa will become the twelfth current African international team to be currently outfitted by PUMA, the German company is also supplying the Orange African Cup of Nations champions Egypt, Ghana, Ivory Coast, Cameroon, Algeria, Senegal, Morocco, Togo, Burkina Faso, Malawi and Namibia.

As part of the brand’s commitment to Africa, PUMA continues to support a number of grass roots and charitable initiatives across the continent. In 2010, the sportlifestyle brand launched the Africa Unity kit – the official FIFA sanctioned third kit of all PUMA sponsored African national football teams, with proceeds from global sales supporting biodiversity causes in Africa. Later the same year, 10,000 durable footballs were delivered to various football projects across a number of West African countries. PUMA was also the official sponsor and fanwear supplier of the 2010 Orange African Cup of Nations in Angola. In 2009, PUMA incorporated the use of sustainable cotton sources from Africa into its product ranges, supporting the Aid by Trade Foundation’s ‘Cotton Made in Africa’ initiative, developed to improve the living conditions of African cotton farmers and promote environmentally responsible farming practices.

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, artists were commissioned to design a football jersey inspired from the country’s heritage, culture and traditions. Ten artists worked with their home nation to create unique and inspiring designs for the official football kits.

“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. Notable highlights include the African Unity Kit for the FIFA World Cup 2010 and the Cameroon Unikit in 2004. 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, it also emphasises the physique of the players, allowing them to exhibit their physical presence on the pitch. 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. These football kits embody all of our brand values.”

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.

Through the African kits revealed today, ‘Interpretations of Africa: Football, Art and Design’ explores the response of the 10 artists from the Creative African Network, to a demanding brief, focused on Africa’s unique visual identity and culture. The exhibition charts the artists’ journey, inspiration, and design process, demonstrating howAfrica’s culture and history can be captured in both an artwork and a corresponding sportswear design.

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 ofCameroon, Zineb Zedira ofAlgeriaand Godfried Donker ofGhanawho have all become renowned in the art world for their emotive and captivating work. The other artists representing their nations are: Saïdou Dicko ofBurkina Faso, Ernest Düku ofIvory Coast, Owanto of Gabon, Hentie van der Merwe ofNamibia, Samba Fall of Senegal, Hasan and Husain Essop ofSouth Africaand El Loko ofTogo.

Alex Newson, Exhibition Curator,DesignMuseum,Londonadds, “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.

The footwear collection brings in the same fresh greens, pinks, and lavenders as the apparel, offering a fun new take on timeless silhouettes such as the Suede, CA Pro, Rider FV, and TRC Blaze. Overall, from its strategic pops of color to its splashy graphics, the Fandom collection has something for everyone, from adults to kids. Combining classic PUMA design with the flair and technology of today, these statement pieces are sure to become closet staples. 

The Fandom Collection aims to capture that spark of authenticity and give a sartorial voice to the spirit of interaction and celebration that brings fans together around the world. This collection is available starting today in PUMA stores, PUMA.com and selected retailers across the globe.