Kuala Lumpur, 19 May 2026 — Global sports company PUMA and visionary designer Salehe Bembury have joined forces to redefine the aesthetics of the beautiful game as the spotlight shifts to the world’s biggest football stage.
The PUMA x SALEHE BEMBURY collaboration kicks off PUMA’s second chapter of football introductions this summer, following the launch of their 11 national federation kits in March. This more streetwear-oriented launch introduces a bespoke collection of travel wear and goalkeeper kits for PUMA’s 11 national federations, qualified for the tournament.
This collaboration reinterprets football heritage through Bembury’s unmistakable design language – a world where organic textures meet high-performance craftsmanship. From the moment the athletes depart for the tournament to their travel between matches, the collection ensures that identity and expression remain front and centre.
The collection transforms traditional silhouettes – including the iconic KING tracksuit, reimagined jerseys, tees, and shorts – into a vibrant visual narrative. Grounding the apparel is the Velum 1 Akita, a footwear innovation featuring PUMA’s NITROFOAM™ cushioning and a UV-reactive finish that shifts colours in the sunlight, reflecting the ever-changing environment of a global tour.
“Football has always been about more than the game: it’s identity, culture, the way people carry where they’re from. That’s the thinking behind this travel collection. Salehe understands that instinctively,” said Dominique Gathier, PUMA VP Teamsport.
“The KING carries decades of history, but history doesn’t stand still. By its rich history, its with Salehe’s unique perspective on nature and culture, we’ve created a collection that is as functional for our athletes as it is expressive for the fans. As these teams head to the world’s biggest stage, they carry a design that is truly bespoke to their national identity.”
Rather than a one-size-fits-all approach, Bembury developed specific visual codes for each national team, leaning on geographical landscapes, biological narratives, and cultural and architectural legacies to add flair and a recognisable local connection.
The collection’s Goalkeeper Kits echo these federation-specific stories, ensuring that the last line of defence makes the loudest statement on the pitch.
“This collection is about honouring the legacy of the KING franchise while expanding its world,” said Salehe Bembury.
“With TRVL WEAR, we pull from the natural identities of each federation and translate them into something that lives both on the pitch and beyond it. It’s a system that moves seamlessly between performance and everyday life.”
In the lead-up to the biggest sports event of this year, PUMA will introduce several chapters of product propositions spanning across brand new innovations in footwear, representing close to a quarter of the national teams in this summer’s biggest competition, as well as fashion-forward travel wear and goalkeeper kits designed by Salehe Bembury.
The first chapter launched in March with the kit reveal of PUMA sponsors 11 nations: Portugal, Morocco, Ghana, Paraguay, Senegal, Côte d’Ivoire, the Czech Republic, Switzerland, New Zealand, Austria, and Egypt. This confirms PUMA’s position as a leading force in international football with the most prominent African teams of any kit brand in the sport.
The second chapter, revealed today, highlights this Salehe Bembury collection that all national players will wear, and the third chapter will come closer to the summer’s games with the launch of three innovative football boots (including a brand new ULTRA 7).
The PUMA x Salehe Bembury TRVL WEAR collection will be available for pre-sale from 14 May at PUMA Pavilion and on PUMA.com. The collection officially launches on 4 June, with prices starting from RM349.
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