%201.svg)
PUMA created a new home and away kit for the Ukrainian football club Shakhtar.
The kit is designed in iconic colors of Shakhtar, black and orange, vertical stripes and hard coal graphics, which refer to the football club’s homeland — Donbas.
It’s made of 100% recycled polyester. The new PUMA dryCell thermoregulation technology has also been used to help players feeling cool, dry, and confident during play.
“Play in style” is PUMA x FC Shakhtar collaboration tagline.
It's a unique combination of style and sport, streetwear and professional football. PUMA created more than the usual football merch for the fans and combined it with the traditional features of Shakhtar. It resulted in much more than ordinary football merch for Shakhtar fans. Instead, they created apparel that is also perfectly acceptable to wear in public.
FC Shakhtar Donetsk is one of the most popular Ukrainian professional football clubs. Its name comes from the main profession of the Donbas, the home of the club. At the same time, it is one of the oldest football clubs in Ukraine, founded in 1936, as well as the first club of independent Ukraine, which won the UEFA Cup in 2009.
Presentation took place in the Ukrainian House — one of the cultural symbols of the city.
The 8,000 m2 building has a unique construction — five floors of spiral balconies around the center of the building. So we used this feature — the ground floor was covered with grass, with a round screen in the middle, and turned into a football field. Guests came to the 2nd, 3rd, 4th floors and were watching the presentation from the balconies.
Light show with a manifest of the collaboration, voiced by Darijo Srna (former captain and current director of football of FC Donetsk).
BMX riders, trickers and breakdancers show.
Performance by the duo of graffiti artists SOC.I.A, who turned the new football kit into art objects.
Introduction of the main squad of the male team — Andriy Pyatov (30), Alan Patrick (21), Anatoliy Trubin (81), Mykhaylo Mudryk (91), Mykola Matviyenko (22), Taras Stepanenko (6), and the female one — Olexandra Krevska (9), Nadia Veherych (7).
Afterward, guests could come down to see the new kit closer.
And then there was an afterparty — autograph session, DJ set, bar and activities in the backyard of the Ukrainian House.
One of the main attributes of any football game is the fan flag. Using your favorite football team flag it's a way to show your support and passion. So we decided to make the invitation for most loyal fans to the presentation like a real fan flag — in brand orange color with the “Play in style” tag.
Dmytro Sobol
Creative Director
Taras Yevtushenko
Key Account Director
Yuliia Sosnovska
PR Coordinator
Volodymyr Voloshchuk
Media Coordinator
Eleonora Kostiuchok
Event Manager
Oleksandr Smirnov
Event Manager
Oleksandr Kovalenko
Digital Manager
Maria Nevezhyna
Designer
Ivan Sutiahin
Technical Director
Kostiantyn Demianenko
Technical Manager
Hanna Antonets
Assistant