Project Objective:

There are many different areas to Puma team sport. They provide the jerseys you see on the pitch and full training collections and leisurewear. Puma caters to the everyday footballer and the general football fan. This project will focus on only two of these areas football training and leisurewear. This project is broken up into two parts, Part 1: Training wear for AC Milan’s women's team and Part 2: Creating an outfit for the everyday footballer and general fan.

Part 1:

The challenge here is to design one outfit of performance training wear specifically for the female athlete. This is of growing importance and focus at Puma while using AC Milan as the club of focus.

Styles to design: A 1/4 zip-top and training pant

Things to consider: Training environment, weather, body movement, fabrication, club badge & sponsor.

Material Direction:

The goal was to create training wear specifically for the female athlete during cold weather conditions that target stretch and ventilation zones based on female body mapping, weather protection, and durable materials.

To do this I wanted to explore:

Parametric Design Concept - Analyzing muscular anatomy for stiffness and stretch areas while combing sweat rate maps to properly address ventilation areas
Weather Protection and Durability - Include design areas that help protect the athlete from wind/rain in the top and the wear and tear from playing and tackles in the pant
Moisture Management & Thermoregulation

Graphic Direction

Graphic Development

Milan is rich in history with patterns and design elements that are seen all over the city. The pattern work is inspired by the artwork seen in its classic architecture, medallions, and patterns on the floors of cathedrals and walls of museums. I have created a unique graphic that takes two separate medallion design elements to create a repeating pattern. To create more depth in the graphic, I've distorted the pattern giving more balance between the femininity in the original pattern with the masculinity of the grunge texturing.

Product Ideation

After analyzing different body maps I was able to come up with a training top that addressed the needed areas for wind protection, high-output sweat areas, and evaporation zones. Trying to account for both weather protection and thermoregulation I incorporated ventilation under the arms and an open pattern on the back that exposes the engineered mesh underneath. These ventilation zones will also be constructed using the same parametric designs to incorporate added stretch and flexibility

For greater movement in the lower body, I explored using an auxetic pattern to allow extra stretch so that when areas such as the knees flex the pattern will allow the material to stretch with the athlete’s movements and return when in a static state. When in an activated state the material will show an underlying color - the more the flex the more the color comes through. I tried to apply that to the final renderings using a similar material pattern I also incorporated a more durable material stretch nylon in the lower leg to help combat wear and tear of the garment in high-contact zones

Final renderings

Part 2

The challenge here is to look at a modern contemporary approach to a legacy franchise. Puma King has been around since 1968 and is worn by the likes of Pele, Maradona, Cruyff, Neymar, and most recently Ingrid Engen.

Task: Design an outfit for either men, women, or both that is grounded in football culture and Puma King, but fresh and modern for today's consumer.

Consumer Snapshot:

A young consumer with their finger on the pulse. Engaged in playing, watching, and consuming football. Highly influenced by other elements of culture. Looking for competitive-priced sport-style products that resonate with stories that make them feel part of something bigger.

Project Overview:

The goal was to create an outfit for modern-day consumers that is grounded in football culture and speaks to the history of Puma King.

To do so I wanted to incorporate:

Bold patterning - Seen in previous Puma apparel history
Classic Silhouettes - That consumers see themselves in already
Options for Layering multiple products or mixing and matching what they might already have
Look to Streetwear influences that are at the core of driving our modern-day consumer