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HAT-TRICK for PUMA in Red Dot Design Awards
Mar '10
PUMA has once again demonstrated its place as a market leader in product design, after being awarded the “Red Dot Award: Product Design 2010” for three of its football products. The PowerCat 1.10 iFG football boot and Italy home shirt all impressed the panel of expert, international judges who made the decision after receiving more than 4,252 entries from 57 nations in the product design category.

The Red Dot Award: Product Design is one of the largest and most renowned design competitions worldwide and is an internationally recognised quality label for excellent design. The jury rated PUMA's PowerCat 1.10 products against a number of key criteria including design quality, degree of innovation, longevity and ecological compatibility.

“These products are designed to help players compete for honours on the pitch, so it's great that they've been recognised for excellence off it too," said Filip Trulsson, Senior Manager, International Teamsport Business Unit at PUMA. “This is a great acclaim to the superb efforts across design, development and product line management, and we're delighted.”

The PowerCat collection was introduced in February 2010, ahead of the 2010 FIFA World Cup. This year, when the world sets its sights on South Africa, PUMA will have enjoyed more than a decade of close partnership and collaboration with African football federations, currently being the official supplier of no less than twelve African National Teams, including Cameroon, Ivory Coast, Algeria and Ghana – all of which are participating in the 2010 World Cup in South Africa. Other PUMA teams participating in the 2010 World Cup in South Africa includes reigning champions Italy along with Uruguay and Switzerland.

PowerCat 1.10 Footwear
The PowerCat 1.10 Boot uses PUMA 3D Power Shooting Technology which delivers unique rebound properties. The Springtech foam in the shark-like gills on the side of the boot are engineered to enhance every shot by putting extra power behind the ball as it catapults off the shoe. This means the boot intentionally does not absorb the typical amount of energy upon impact with the ball, allowing more power to be released with every shot.

The kicking area is made of a soft, thin leather and a synthetic microfiber around the quarter area, keeping the boot lightweight and easy to perform in. The bladed studs are configured to ensure smooth ground penetration and pressure distribution as well as maximum traction and maneuverability.

The Italy Home Shirt
Staying true to tradition, the colors of the home kit is Italy's classic azure blue with white details. The shirt features a unique body fit and 'battle skin' graphic, designed only for the Italy team to wear during the World Cup.

The unique star-shaped collar on the shirt pays homage to Italy's four World Cup titles as do the four stars on the official FIGC logo on the left chest. A leaping PUMA Cat logo on the right chest is prominently displayed. The design of the jersey reflects PUMA's sportlifestyle positioning and the dynamic and modern character of the Azzuri. The new Italy kit puts emphasis on courage, engineered performance features and a distinct articulation of raw football power.

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