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PUMA Launches 2012 African Football Kits Through a Unique Artist Collaboration and Exhibition at Design Museum, London

November 7, 2011

LONDON, November 7, 2011 /PRNewswire/ –

Global sportlifestyle brand PUMA(R) has revealed an inspiring and
contemporary collaboration, launching technical football kits for PUMA’s 10
partnered African National football teams. Each kit is designed by a
renowned artist from the Creative African Network (CAN) – a PUMA platform
connecting and promoting artists from and in Africa. This unique
collaboration is complemented by a month-long exhibition at the Design
Museum, London that showcases the artists’ design inspirations.

(Photo:
http://www.newscom.com/cgi-bin/prnh/20111107/492283-a )

(Photo:
http://www.newscom.com/cgi-bin/prnh/20111107/492283-b )

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
Toure of Ivory Coast. With the 2012 Orange Africa Cup of Nations(R) 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, ten artists were commissioned to design a
football kit inspired from the country’s heritage, culture and traditions-to
create unique and inspiring designs for their home nation.

“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. 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, and 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.”

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.

The exhibition will feature original artwork and sketches alongside
development work and the resulting final football kits created by the
artists involved, including Barthelemy Toguo of Cameroon, Zineb Zedira of
Algeria and Godfried Donker of Ghana who have all become renowned in the art
world for their emotive and captivating work. The other artists representing
their nations are: Saidou Dicko of Burkina Faso, Ernest Dueku of Ivory
Coast, Owanto of Gabon, Hentie van der Merwe of Namibia, Samba Fall of
Senegal, Hasan and Husain Essop of South Africa and El Loko of Togo.

Alex Newson, Exhibition Curator, Design Museum, London adds, “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.

For further information please visit:

http://www.pumafootball.com, http://vision.puma.com,

http://www.designmuseum.org

        Media Contacts:
        Tim Stedman, International PR, PUMA    +49-151-1474-3148
        tim.stedman@puma.com
        Mary Mitchell, [Mary%20Mitchell, ] Edelman PR            +44-203-047-2108
          mary.mitchell@edelman.com
        Danielle Marcus, PUMAVision            +1-978-394-9400
        danielle.marcus@puma.com
        Ashley Woodfield, Design Museum        +44-207-940-8787
        ashley@designmuseum.org


    Photo: 

http://www.newscom.com/cgi-bin/prnh/20111107/492283-a

http://www.newscom.com/cgi-bin/prnh/20111107/492283-b

SOURCE PUMA SE


Source: PR Newswire