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Sportlifestyle brand Puma launches Italian Away Kit
28
Feb '12
PUMA announced it has confirmed a new long-term contractual partnership with the Italian Football Federation (FIGC) that sees the Sportlifestyle brand now actively managing the entire licensing portfolio of FIGC assets on a global basis. Through this agreement, PUMA will hold the status of 'Official Master Licensee of the FIGC', effective through and beyond the next two FIFA World Cups in Brazil and Russia. PUMA will also continue as the Official Partner to the FIGC in relation to playing kits and replica wear for all FIGC national teams.

Building on a successful nine year relationship, PUMA has significantly deepened its contractual involvement with the FIGC to place a global emphasis on expanding the profile and commercial potential of the FIGC brand driven by its newly established international sports licensing division.

This evolution sees the FIGC partnership become the most comprehensive in the global PUMA football portfolio, and gives PUMA the scope to substantially increase its licensing opportunities that exist through one of the most prominent and successful federations in world football.

Franz Koch, CEO of PUMA said, “We have enjoyed a highly successful relationship with the FIGC over the past nine years, and as such we are delighted to have reached this new agreement and considerably expand our partnership with them.

It underlines PUMA's reinforced commitment to further strengthen its position as one of the top 3 football brands because the Italian National Team, more than any other national team property in world football, perfectly embodies PUMA's unique Sportlifestyle positioning. Holding the Master License of the FIGC enables us to elevate our work with them to a truly global level; this is a new venture for PUMA, and one that we are fully confident will be successful.”

In Genoa, PUMA also launched the new Italy away kit. Part of the Power 12 range of PUMA playing kits that includes Uruguay, Chile, Czech Republic, Switzerland and Austria. The FIGC Italia Away shirt has a regular fit with a classic look, re-introducing the horizontal blue stripe for the first time since 1974 – a signature feature that stretches across the chest enhancing the breathable performance of the shirt.

The V neck has a double layer in mesh fabric and contrast colour inside, while the underarm range of movement mesh allows both a better fit and a more comfortable arm movement. The deep cuffs in shell fabric add to the classic look of the shirt, and the number and lettering features the PUMA Gaffer font-type.

Giancarlo Abete, President of the FIGC commented, “PUMA has been a great partner for us, and we are very happy to not only continue but also deepen our relationship with them. Their licensing expertise, ideas and commitment to expanding the commercial potential of this partnership are impressive, and have led us to create this new contract. PUMA's proficiency in design, marketing and global sales distribution is among the best in the industry, which gives us great confidence for the future.”

In addition to the Italian Football Federation, PUMA signed a new partnership with the South African Football Association (SAFA) last year and extended its partnership with the Swiss Football Association (SFV). The global Sportlifestyle brand continues to partner with Italian internationals Gianluigi Buffon and Giorgio Chiellini, and recently added Cesc Fabregas, Sergio Aguero, Radamel Falcao, and Yaya Toure amongst others to its portfolio.

PUMA


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