Puma is aiming to add some pop to its sales. The German brand, which has been struggling for years, today revealed a new cleat that takes its cues from the pop art movement that dominated the 1950s.
The sporting-goods maker, owned by Kering SA, launched a soccer cleat called evoPower 1.2. In colorful pop-art fashion, the style uses graphic treatment for phrases like “Bam!” and “Pow!” as a nod to the cleat’s playing capability.
The cleats, availability on Puma’s website and in stores on Nov. 16, will be worn on field by top players such as Cesc Fàbregas, Mario Balotelli, Olivier Giroud and Yaya Touré, among others.
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“Puma really surprised me with the new boots they gave to me and I love the result,” Fàbregas said in a statement. “The graphics are so cool, and it actually feels like a little piece of art that I can wear on my feet. I look forward to wearing these boots when I play with the Spanish national team against England and Belgium, hopefully some players will be distracted when they see my unusual footwear.”
To stop players in their tracks, the cleats come in seasonal colors like orange and electric blue lemonade. What’s more, they feature eye-catching details such as printed dots on the heels and the upper, with orange dots on the white laces.
Aside from the aesthetic touches, the athletic label also elevated performance features. With barefoot movement in mind, the cleats provide more flexibility and use lightweight, super soft material “in a longitudinal not lateral direction” that lets wearers have more support during quick on-field movements.
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