The World Cup finals are coming and with them of course the chance to celebrate, incredible anticipation, and eventually commiseration for the fans of the losing team.
However, this year the finals will come with a twist as they will be held in Africa for the first time since the World Cup began and thus all the major sporting merchandise brands are gearing up with plenty of African themed items.
Puma, which has enjoyed a long standing line of sponsorship with African teams, will introduce a lifestyle clothing line that celebrates the African football team and fans. Additionally, they received a commission for a uniform that will be worn by all African nations that are competing as part of their third kit.
With the aid of African American artist Kehinde Wiley Puma also has a commission for a wide range of training gear, street wear, footwear, and four paintings that were inspired by the top three football players in Africa.
The clothing line will debut in Paris this week as a travelling exhibition and will move onward through Europe, Australia, and Asia before finally landing in South Africa as the World Cup commences.
In an interview Wiley stated that her work with Puma started when she began to look outside of America and using global fabrics. She stated in the past that she was already working on her own clothes which is why it was the perfect time when Puma approached her about working on a World Cup football line.