PUMA Expands Football’s Cultural Influence With Salehe Bembury

PUMA’s collaboration with Salehe Bembury shows how the brand now treats football as culture, not just competition. The PUMA Salehe Bembury Football Collection blends sound, design and streetwear to set the tone for a World Cup summer.

Design and color/details

The PUMA x Salehe Bembury TRVL WEAR collection reworks classic PUMA football pieces with a street-first mindset. The line updates staples like the PUMA KING tracksuit and pairs them with jerseys, shorts, travel layers and bold goalkeeper kits. Cuts stay relaxed but sharp, with sculpted paneling and textures that feel closer to high-end streetwear than standard federation gear.

Footwear sits at the center of the story. The new Velum 1 sneaker, including the UV-reactive Velum 1 Akita, anchors the range. Under UV light, hidden details come alive, turning the shoe into an interactive object rather than a static product. Rich colors and strong contrast blocking help every piece photograph well under stadium lights, club lighting and LA sunsets.

Performance/tech and on-foot focus

Even with a lifestyle slant, the collection keeps performance in view. The travel wear and goalkeeper kits serve players who move constantly between flights, training grounds and stadiums. Lightweight, breathable fabrics support comfort on the road and hold up under pre-game work. Goalkeeper kits carry Salehe’s visual language but still offer the fit, durability and mobility keepers need.

The Velum 1 takes cues from both football boots and technical runners. Its shape nods to modern performance silhouettes, while the materials and finish are tuned for streets, venues and creative spaces. The UV-reactive story adds a playful twist. The shoe shifts character between day and night, which suits festivals, parties and late city walks as much as match-day build-up.

Event energy: football meets sound

To launch the project, PUMA and Salehe Bembury turned The Row DTLA into an immersive installation. The space broke into different zones that explored the creative process behind the collaboration. Guests moved through interactive setups that mixed football references with tactile materials and bold visuals. The event framed the partnership as a world you could walk through, not just a product drop.

Music drove the mood. Favela Worldwide curated the lineup, with sets from D33J, Siobhan Bell, 2 D0GS, Brian Vidal and Sophie Fray. Ghanaian rapper and model Black Sherif joined Salehe, along with athletes and local creatives. The result felt like a cross between a listening party, gallery show and kit launch, proving that PUMA wants its football story to live in clubs and warehouses as much as stadiums.

Baron Scho, Zoi Lerma

Salehe Bembury

Siobhan Bell

Spence Lee, Miles Baguette

Miles Baguette, Nasir Figueroa, Tristin Gregoire

Black Sherif, Salehe Bembury

Football, culture and global reach

This collaboration marks the second wave of PUMA’s football push this year, following the release of 11 national federation kits. Now, the TRVL WEAR line and goalkeeper sets give those federations a unified off-pitch identity. Players can travel, arrive and warm up in pieces that match their on-field kits but speak the language of streetwear.

The collection also connects football to global music culture. Interactive elements at the event blended the feel of the game touch, movement, rhythm with sound and design. That approach reflects how many fans now experience football: through playlists, social clips, fits and travel as much as through the final score.

Release date, price, access

The PUMA x Salehe Bembury TRVL WEAR collection is available worldwide. Fans can find it at PUMA.com, in PUMA stores and through select retailers. Players from Côte d’Ivoire’s national team already wear pieces from the line, and more national-team athletes will bring it into view as the summer schedule builds.

For football fans, sneakerheads and fashion-focused listeners, the drop offers a way to live the World Cup moment without defaulting to a classic replica shirt. For PUMA, it marks a confident step into a future where football, music and design move together and where the brand’s biggest football stories start as much in cities like Los Angeles as on the pitch itself.