PUMA has partnered with creative collective KidSuper to launch a new campaign that gives a fresh twist to traditional football kits. The result? Bold, eye-catching jerseys that bring personality and style to the pitch.
The Al Hilal Saudi FC Home kit draws inspiration from the club's name, the crescent moon in Arabic. KidSuper brings this symbol to life in tonal blues, with a lunar graphic.
The shirt, a "shirt for the dreamers," follows a visual trajectory from Saudi Arabia to San Francisco.
The goalkeeper jersey shifts its appearance with an alpine snow base, accented by blue and navy piping, offering a visual contrast.
PUMA Middle East featured three regional personalities in this international artistic endeavour: Zeynab El-helw, a Dubai fashion entrepreneur known for her style; Shouq, a Saudi personality recognised for her fashion blog posts; and Noura Joubran, a content creator who fuses refinement with spirit.
This trio represented the region in New York, symbolising the PUMA x KidSuper Al Hilal kit through a content shoot across cityscapes. Their presence brought out the collection's blend of fashion and football as a creative expression.
These ambassadors came together in New York with PUMA's team for a launch celebration. There, the collection was unveiled with creatives, media, and football fans.
The activity also included a KidSuper x PUMA Football tournament, blending football and imagination in a mix of culture, fashion and sport. They even watched an earlier Al Hilal Club World Cup match together.
KidSuper founder, Colm Dillane, said: “I’ve always wanted to merge the worlds of art and football, and with PUMA, we’re doing just that. This collection is about more than just the game. It’s about expressing yourself, taking risks, and standing out. Whether on the pitch or off, football is an art form, and this collection shows that.”
In addition to the Al Hilal kit, the range brings its creative vision to kits and lifestyle products for seven other PUMA-sponsored clubs.
Each design embodies its team personality through hand-painted details, watercolour-infused colour schemes, and graphics, with designs to choose from. Clubs featured are Manchester City, Borussia Dortmund, FC Salzburg, Mamelodi Sundowns, Palmeiras, and Monterrey.
The PUMA x KidSuper collection also features football boots: the FUTURE, ULTRA, and KING. The boots feature PUMA's sport performance technology and KidSuper's artistry. Each boot is a piece of art, designed to appeal to the athlete who desires to make his mark on and off the pitch.
Hand-painted graphics capture the collaborative's art energy, rendering each boot an emblem of style, innovation, and football culture.
The full collection is now available online on Puma’s website, and at Puma stores. You can also find them at Club Official Stores and select retailers worldwide.
Visit: Puma Middle East
Evangeline Elsa is a Dubai-based journalist with 15 years of experience. She enjoys telling success stories and writing on lifestyle, arts, interiors, F&B, and Korean culture. A homebody at heart, she paints, sings, reads Substacks, and dotes on her rescue dog, Pepper.
