20 hours ago | By Jessica Harman
Mar 05, 2010
Earlier this week, PUMA unveiled the new home and away team kits of the reigning World Cup champions, Italy. Representing seven teams in the tournament to be held this June in South Africa, PUMA is off to a good start. “Certainly the one to watch is the defending World Champion, Italy” said Jochen Zeitz, Chairmain and CEO of PUMA AG. The iconic Azzurro blue home kit is emblazoned with four stars – one for each World Cup they have won – the new PowerCat home shirt design will be endorsed exclusively by Italy at the World Cup. “The kit puts emphasis on raw football power” and performance features that will help Italy achieve the dream of defending their championship title in South Africa.
The PowerCat technology used in the new shirt was constructed using 3D Motion Analysis, a scientific technique that captures and quantifies human movement. This movement data is incorporated into the design of the jersey to ensure each player uses minimal force and energy with every upper body movement. The jersey also uses an engineered mesh, or ‘battle skin’, that enhances breathability, giving players more comfort and freedom of movement. The collar and sleeves feature power cutlines, giving the jersey a striking look emphasizing the strength of the chest and arms.
The away kit is the traditional white with blue and gold details. The shorts are inspired by both football and boxing, featuring a boxer-like belt as the waistband to give the Italian players an added bold look and confidence as the title holders. The shorts feature mesh gussets for improved ventilation and additional freedom of movement. The final piece to the kit, the socks, introduces a shaped footbed to provide support and protection for high-stress regions along with mesh inserts to provide breathability and an exaggerated definition of the calf muscle.
PUMA’s contracted Italian players will endorse the Powercat 1.10 Boot, which uses PUMA 3D Power Shooting Technology delivering unique rebound properties. The Springtech foam in the gills enhances every shot by putting extra power behind the ball as it catapults off the shoe. That means the boot intentionally does not absorb the typical amount of energy on ball impact, which instead allows you to release more power with every shot. The kicking area is made of soft, thin leather and a synthetic microfiber around the quarter area keeps the boot lightweight and easy to perform in. The bladed studs are configured to ensure smooth ground penetration and pressure distribution as well as maximum traction and maneuverability.
Stylesight was lucky enough to get invited to the official launch party in NYC at you guessed it…. an Italian restaurant in Tribecca. Football fans crowed into Trattoria Cinque for a decadent night filled with Peroni and rice balls all in the name of Italian pride!
PUMA had an on-site screen printing studio set up, where attendees could choose either home or away kit colorways for their own personalized tees. They were all made right on the spot with the PUMA slogan Love = Football. Each customized shirt was packaged with sunnies, a pin and of course… an Italian flag.
There was also a photobooth set up, where guests were encouraged to dress up as fanatics complete with face paint, feather boas and top hats… now, that is some brilliant marketing. Attendee’s were also able to take home photos from the shoot, giving each and every person a special memento. We couldn’t help but take advantage of that, I mean… we are Italian NY’ers.
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