Just over a month from the start of UEFA
Puma Football will supply the kit worn by the women’s national teams of Austria, Iceland, Italy and Switzerland during the tournament. They also make the men’s team jerseys for these nations, but have produced women’s specific cuts and designs for the players encompassing the ‘quintessential’ Liberty floral pattern in every jersey.
Commonly known as Liberty’s after its department store opened in 1875 in the city’s West End, Liberty of London is renowned for its luxury design. They have already collaborated with personalities like Yves Saint Laurent and Dame Vivienne Westwood. Each design has been hand-drawn in Liberty’s studio and is marketed as “a timeless design for fearless women”.
Along with their kits, Puma Football unveiled signature football boots, the Future 1.4 and Ultra Ultimate in a women’s specific fit, and special edition goalkeeper gloves, the Ultra Grip 1 Hybrid Liberty, which will be worn by all their athletes, such as Captain of Iceland, Sara Björk Gunnarsdóttir. Each also features bespoke Liberty floral designs.
In a press release, Marco Mueller, Senior Head of Product Line Management Teamsport Apparel, said: “Women’s football has always been a priority for Puma and for this summer’s major tournament we have collaborated with iconic UK retailer Liberty. to produce bespoke jerseys for our female athletes. to wear on the biggest stage. In addition to the custom kits, all Puma athletes will wear special edition Future and Ultra Liberty football boots in women’s specific fits. It will also mark the first specific fit for future women, with this summer’s tournament being the perfect place to debut.
Regarding the ultra-lightweight fabric, designed to stretch in four ways to improve player movement, Mueller added “Specially designed high performance Ultraweave jerseys and custom women’s boots are designed to give our players that extra edge this Women’s football is reaching new heights and now is its time.
Fifteen of the sixteen teams in the tournament will wear kits made by the three sports giants Adidas (5), Nike
All kit manufacturers have emphasized sustainability in their marketing campaigns. Adidas claims its shirts are made from materials using Parley Ocean Plastic recovered from marine plastic waste. Like Nike kits, Puma Football insists that their replica jerseys at least are made with 100% recycled polyester incorporating their own dryCEL.
The launch of Nike England shirts last week sparked controversy with shirts priced at £114.95 ($144), more than a hospitality ticket for the final game at Wembley Stadium. Speaking to The Telegraph, UK MP for Sunderland Central, Julie Elliot claimed Nike’s pricing was “another example of young people being denied support for their team”.
In contrast, the Swedish women’s national team kit for the tournament, supplied by Adidas, made positive headlines around the world with its innovative marketing campaign based on jerseys with a guide on “How to stop Sweden ” printed on it.