CHANGING THE GAME: PUMA UNVEILS INNOVATIVE CREATIVE DIRECTION FOR NEW ITALY AWAY KIT

Unveiling an innovative new creative direction, PUMA launch the 21/22 Italy away kit, which has been released as part of the brand’s ‘Only See Great’ platform, celebrating the unique identity and national pride of Italy.

Bringing a fresh look to the table that takes the nation’s identity in a brand new direction following their Renaissance-inspired kits, PUMA have launched the new Italy away kit that will be used this summer at Euro 2020 and beyond. Inspired by the ‘Only See Great’ platform, the German brand reaches beyond the status quo to innovate and craft a new creative direction for the Italy away kit, blurring the lines between football and fashion.

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The jersey itself arrives with a clean white base, which proudly displays ‘Italia’ across the front of the jersey with the flag colours in a bright, brilliant graphic alongside the centrally aligned FIGC emblem and PUMA cat. A key new feature is the Italian crest, which has been tonally embossed throughout the jersey elevating the identity and visualisation of the nation and weaving them into the fabric creating a striking visual aesthetic. Navy blue accents add an elegant finishing touch.

The new Italy kit reimagines traditional kit design,” said Heiko Desens, Global Director Creative and Innovation. “Our aim was to create groundbreaking design that brings newness and energy. The kit celebrates Italy’s national pride, inspiring them to achieve greatness at this summer’s major championships. We want to continue to push the boundaries, and this is just the beginning of an exciting new direction for PUMA.

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Wear your colours with pride. The new Italy Away kit is available from April 22nd at PUMA.com for R999.

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