Global sports company PUMA and visionary designer Salehe Bembury hosted an immersive experience at The Row DTLA celebrating their collaboration ahead of football’s biggest global tournament. The activation transformed the historic venue into a series of interactive environments, offering guests an inside look into the creative world behind the partnership. Set against the backdrop of Los Angeles, the event brought football beyond the pitch and into everyday life through the lens of sound and design.
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 in the tournament.
Throughout the evening, creatives, athletes, and cultural tastemakers including Salehe Bembury and Ghanaian rapper and model Black Sherif, explored the PUMA x Salehe Bembury TRVL WEAR collection through interactive and customizable experiences. Highlights included the “Hidden Frequencies” sneaker reveal, offering a closer look at the UV-reactive feature of the Velum 1 Akita. Music programming curated by Favela Worldwide include DJs from the collective – D33J, Siobhan Bell, 2 D0GS, Brian Vidal and Sophie Fray.
Attendees were able to participate in Interactive elements blended football, tactile craftsmanship, and global music culture, reflecting the spirit of the collaboration and PUMA’s approach to sport culture on and off the pitch.
Available worldwide, The PUMA x Salehe Bembury TRVL WEAR collection reimagines iconic PUMA silhouettes, including the PUMA KING tracksuit, alongside jerseys, shorts, bespoke travel wear, goalkeeper kits, and the debut of the Velum 1 sneaker. Already sported by players from Côte d’Ivoire’s national football team, pieces from the collection will continue to be worn throughout the summer. Available today, shop the limited collection at PUMA.com, PUMA stores, and select retailers.
