Puma redesigns the legendary King football boot

Staff Writer
Puma
Image credit: Business Wire

Puma has introduced an exciting innovation that goes towards their legendary King football boot.

Enhanced by new K-Better technology, the fresh designs will ensure exceptional performance while not using kangaroo leather.

The latest change to K-Better is a movement towards a completely non-animal based upper material. The upper contains at least 20% recycled material as a step toward a better future.

It marks the next stage of Puma King, having been worn by Johan Cruyff, Diego Maradona, Eusébio, Lothar Matthäus and Pelé, who dominated international football for decades.

K-Better has been proven to outperform the previous King K-Leather in testing for touch, comfort, and durability. As a result, Puma is confident they can stop producing football boots with kangaroo leather altogether this year.

“The Puma King is Puma’s most iconic franchise in football and has always stood for using the best materials and the latest in innovation. Over the years we have seen the boot evolve and become ingrained in on pitch and off pitch football culture, from the pitches to the terraces.” Peter Stappen said via press release – the Lead Product Line Manager of Teamsport Footwear.

“The new KING takes the franchise to the next-level and offers a super-soft upper with optimal stretch resistance for ultimate touch and control benefits.”

Aside from the redesigned upper, The King also features a new lightweight outsole with an external heel counter, King stability spine and conical studs, so movements are controlled as much as when over the ball. The King includes a lightweight removable sockliner with NanoGrip technology to keep the foot locked in place to minimalise any loss of power when changing direction.

The King also follows on from the Future and Ultra with a custom women specific fit. The new King women’s combines the latest King technology with measurements such as volume and instep height engineered for a woman’s foot.

The new King will be supported by Granit Xhaka, Ingrid Engen, Nabil Fekir, Lena Lattwein and more who will wear them on matchday.

The new King debuts as part of the Supercharge edition, which has been on sale from March 2 via Puma.com, Puma stores and specialist football retailers.

About Puma:

PUMA is one of the world’s leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany. https://about.puma.com/

Previous ArticleNext Article

Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

Avatar
Image credit: Christian Bertrand / Shutterstock.com

Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

TX Football Forges a Deal with Springvale White Eagles FC

Avatar
Supplied by TX Football

Springvale White Eagles FC has confirmed a new apparel partnership ahead of the 2026 season, appointing Tradexco Football (TX) as the club’s official clothing sponsor.

The agreement follows an extensive evaluation process focused on design capability, communication efficiency and service delivery, all key factors in supporting the club’s on and off-field operations. Emphasising collaboration and responsiveness, the collaboration is expected to streamline the kit development process while delivering high-quality apparel aligned with the club’s identity.

Springvale White Eagles FC Secretary, Drazen Ninkovic highlighted Tradexco’s design capability, efficiency and collaborative approach as key drivers behind the agreement.

“Springvale White Eagles FC selected Tradexco (TX) as our clothing sponsor for the 2026 season due to their innovative approach to kit and apparel design and their highly efficient communication process. The absence of intermediaries allowed for direct collaboration, ensuring prompt correspondence and the seamless translation of the club’s ideas into final designs approved for production without delay,” he said via press release.

“The level of customer service provided by the Tradexco team has been exceptional, and we look forward to this partnership developing into a strong, long-term collaboration.”

Supplied by TX Football

Tradexco Founder and CEO, Shah Ali Rajput highlighted the milestone nature of the agreement and the brand’s commitment to delivering value, quality and long-term support at the VPL level.

“We are extremely proud to be working with a VPL club of Springvale White Eagles’ calibre. As our first men’s VPL competition club, this partnership is a significant milestone for us. From day one, our focus has been clear — delivering high-quality teamwear, on time, and at genuine value for the club,” he said via press release.

“This partnership allows us, as a local Victorian brand, to showcase to the VPL league the level of quality, professionalism, and reliability that exists within the local football ecosystem. We will be going above and beyond to deliver the very best on-field and off-field products, supporting Springvale White Eagles at every level and contributing to their continued success.”

This agreement supports Tradexco’s continued commercial expansion, reinforcing its credibility as a high-performance apparel supplier and enhancing its ability to service clubs operating at the highest state-league standards.

Most Popular Topics

Editor Picks

Send this to a friend