PUMA and Colm Dillane — the visionary force behind KidSuper — are back with another bold collaboration that fuses the worlds of sport and art. Their latest collection, The Gaffers, turns its gaze to the sidelines of the beautiful game, paying homage to the charismatic, sometimes chaotic, always unforgettable figures who orchestrate football from the touchline: the coaches.
The campaign itself is pure KidSuper theater. Titled The Gaffers, it stages a witty face-off between two archetypal coaches — brash and loud versus suave and stylish — in a battle of clipboard against cologne. With an ensemble cast of models (and a cheeky appearance by Dillane himself), the story unfolds against the brand-new KidSuper FC rooftop pitch in Brooklyn, transforming the collection into a living narrative of football, fashion, and attitude.
Visually, the drop is as expressive as its storyline. PUMA’s iconic T7 tracksuit is reimagined with bold patterns and Dillane’s distinctive use of color, while a color-blocked windbreaker and a long hooded down coat — covered in playful doodles and KidSuper FC branding — push football-inspired design into new creative territory. For women, pieces like leggings and long-sleeve tops carry the same eclectic DNA, with accessories such as grip bags, beanies, and caps tying the collection together.
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Footwear remains a highlight: the PUMA Brasil, a 1970s classic, returns in two gum-soled colorways with artfully distressed uppers, while the futuristic V-S1 sneaker channels 2000s-era performance silhouettes, updated with bold accents and asymmetrical lacing. For this collaboration, Dillane adds a whimsical twist — a grassy pitch-inspired upper that brings the game quite literally to your feet.
What makes The Gaffers stand out is how it turns sportswear into story. It’s not just about performance, nor simply about style; it’s about capturing the energy, humor, and culture of football itself, refracted through KidSuper’s singular lens. PUMA’s legacy in sport meets Dillane’s boundless creativity, and together they deliver a collection that’s as wearable as it is cinematic.
The PUMA x KidSuper Gaffers collection launches September 1, 2025, available worldwide at PUMA.com, PUMA flagship stores, and select stockists.
