In a historic statement that heralds the start of a new era, Southampton Football Club has proudly announced a multi-year agreement with global sportswear behemoth PUMA. This relationship marks the start of an exciting adventure that will reinvent the club’s sartorial identity beginning with the 2024/25 season, signifying PUMA’s debut as the club’s Official Kit Partner in its historic 138-year history.
A bespoke collaboration
Throughout the four-year partnership, PUMA will provide unique playing outfits to all levels of the club, including the Men’s and Women’s First Teams and the Academy. This collaboration is about more than just the players on the pitch; fans can look forward to a high-quality collection of training, replica, and travel apparel, as well as a variety of accessories, which will be launched this summer.
This partnership comes at a crucial time for Southampton, with both the Men’s and Women’s First Teams vying for promotion in their respective leagues. The excitement for this collaboration was brilliantly fueled during a recent Men’s First Team match versus Coventry City, with perceptive supporters treated to concealed teases on social media and within the confines of St Mary’s Stadium itself.
Celebrating With Style
PUMA added a special touch to the celebration by designing a bespoke pair of football boots for Saints standout and PUMA Athlete Adam Armstrong, who wore them throughout the Coventry City game. These boots are not only a sign of the growing collaboration, but they will also be auctioned off, giving fans the opportunity to own a piece of history. The revenues from this auction will assist the Saints Foundation, which aligns with the club’s community-minded culture.
Together in Vision
Phil Parsons, CEO of Southampton Football Club, expressed his delight for the collaboration, citing the alignment of the club’s identity with PUMA’s dedication to excellence. “We’re thrilled to embark on this new chapter with PUMA, a partnership founded on shared values and a mutual dedication to excellence,” he said.
Bas van den Bemt, Managing Director of PUMA UKI, echoed this attitude, emphasising the strategic connection between PUMA and Southampton. “We are pleased to be a part of Southampton’s journey to greater heights. “Our partnership demonstrates our shared commitment to innovation, excellence, and success,” he said.
Looking forward
As Southampton FC and PUMA embark on their future together, this relationship offers not just creative uniform designs but also a shared goal for success on and off the pitch. With both organisations keen to leave a legacy of success, the football world anxiously awaits the results of this historic alliance.
