Normally football fans have all summer to revel in transfer rumors,
international tournaments, and kit news. This year, however, Covid-19
has robbed fans of the customary off-season, as domestic leagues
commence this weekend, barely three weeks after the Champions League
final signaled the end of last season.Get more news about
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That means transfers are being wrapped up in record time and new kits
were presented in quick succession — sometimes too quick for even the
most dedicated footie fan to keep up with. The good news is that
Highsnobiety’s in-house football experts are on hand to wade through the
world of football jerseys and took it upon themselves to rate some of
the best (and worst) jerseys of the upcoming season.
In doing so, what became clear is that PUMA’s offering of football
jerseys definitely stands out against the rest. While brands such as New
Balance, Nike, and adidas all have the odd heater on their hands,
PUMA’s adventurous approach to kit design has resulted in banging
jerseys across the board.The mark of a good jersey is one that looks
good with the club’s sponsor and that can be worn casually, as well as
on the pitch. What’s impressive is that nearly every single PUMA jersey
fits that criteria (Dortmund’s home jersey is eye-catching, but falls
short because the sponsor is hard to incorporate into the design).
PUMA’s roster of teams includes big-hitters such as AC Milan and
Manchester City alongside relative unknowns on the international stage,
such as Stade Rennais. Nevertheless, PUMA seems to give all of its clubs
equal attention, shying away from template jerseys used by some of its
competitors.
“Each of our clubs and countries has its own particularities that we
celebrate through very unique inspiration taken from architecture, art,
local music and fashion scene,” PUMA head of PLM team sport apparel,
David Bremond tells Highsnobiety. “This allows us to create an emotional
connection between fans and football jerseys. PUMA football kits are
nowadays more than performance gear, they’ve also become a fashion
piece.”
Manchester City’s home kit features a mosaic design that is inspired by
Mancunian street art, while its away jersey takes cues from the city’s
architecture. Marseille’s away jersey is inspired by the quartiers
(neighborhoods) in the city and adds an eye-catching element to an
otherwise clean design.
With football kits becoming fashionable again — Balenciaga just unveiled
yet another grossly overpriced luxury version — it makes sense that
kits are designed, at least partially, to be worn off the pitch. Nike’s
2018 Nigeria home kit is the best example of lifestyle appeal
catapulting a jersey to new heights, as the stylish shirt sold out
several times over and even attracted non-football fans.
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