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Puma unveils new football team kit

29
Nov '10
Sportlifestyle company, PUMA, and the National Chilean Football Team debuted Chile's new team kit during last night's friendly match against Uruguay at 'Estadio Monumental' in Santiago. The Chilean team got off to a flying start in their new strip beating their South American rivals Uruguay 2-0 thanks to goals either side of the break from Alexis Sanchez ('39) and Arturo Vidal ('74). The team will wear these kits, popularly referred to as “La Roja,” during the 2010-2011 season, including during the COPA America tournament taking place next July in Argentina.

The new kit is part of the PUMA PowerCat Collection, which is inspired by 'raw' football and a player's primal instinct of fight versus flight. The jersey is designed for each player to maximize his fight instinct through innovative design and an empowering feel.

The new Chile jersey was constructed using 3D Motion Analysis, a scientific technique that captures and quantifies human movement. This movement data is incorporated into the design of the jersey to ensure each player uses minimal force and energy with every upper body movement. The collar and sleeves feature power cutlines, giving the jersey a striking look emphasizing the strength of the chest and arms that stands out when combined with the furious Chilean red. The back of the collar also features Chile's national flag as well as the embroidery “la roja de todos”, underlining the connection of the team with the people of Chile.

The shorts that Chilean players will wear are inspired by both football and boxing, featuring a boxer-like belt as the waistband. The shorts also have mesh gussets for improved ventilation and additional freedom of movement.

Chile is the newest member of the PUMA family to represent the PowerCat Collection and is joining the ranks of PUMA-sponsored football teams Italy, Switzerland and Uruguay who are also outfitted in PowerCat kits.

Along with the new team kit, PUMA Chile announced the launch of an ad campaign that is inspired by Chilean's spirit and culture. The campaign is based on the concept 'One identity, one jersey, go Chile!' and was developed by PUMA Chile's creative agency Euro RSCG.

Cristobal Larrain, PUMA Chile's Marketing Manager said, “We are absolutely thrilled with the jersey launch and to be able to support both the jersey and National Team with a local ad campaign, done by Chileans for Chileans.”

Rodrigo Bravo, Creative Director in Euro RSCG also weighed in on the campaign, “The campaign is based on situations that identify Chile as a country. These are situations that we have all lived and are transferred from generation to generation, just as the passion for 'La Roja.'”

PUMA


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