PUMA and Salehe Bembury collection: Global sports giant PUMA and acclaimed designer Salehe Bembury have hosted an immersive, sound-inspired experience at The Row DTLA in Los Angeles, celebrating their latest collaboration ahead of football’s biggest international tournament.
The event marked the launch of the PUMA x Salehe Bembury TRVL WEAR collection and the debut of the Velum 1 sneaker, both of which will be worn by PUMA’s 11 national federations during this summer’s global football showpiece.
The activation transformed the historic venue into interactive, multi-sensory spaces, blending football culture, sound, and design. It offered guests a closer look into the creative concept behind the collaboration, highlighting how the game extends beyond the pitch into lifestyle and everyday expression.
PUMA x Salehe Bembury collection
Set in the heart of Los Angeles, the experience brought together sport, fashion, and music, reinforcing PUMA’s vision of merging football culture with streetwear aesthetics.
The second phase of PUMA’s football campaign follows the earlier unveiling of its 11 national team kits in March.
The new TRVL WEAR line introduces a more streetwear-focused collection, featuring travel outfits, goalkeeper kits, and reimagined classics such as the iconic PUMA KING tracksuit.
The highlight of the launch is the Velum 1 sneaker, which features a unique UV-reactive design showcased through the “Hidden Frequencies” reveal.
The event attracted creatives, athletes, and cultural figures, including designer Salehe Bembury and Ghanaian rapper and model Black Sherif, who experienced the collection through interactive installations and custom design features.
Music for the evening was curated by Favela Worldwide, featuring performances and sets from DJs including D33J, Siobhan Bell, 2 D0GS, Brian Vidal, and Sophie Fray, adding to the fusion of sport and global music culture.
Already seen on players from Côte d’Ivoire’s national team, the collection is now available worldwide via PUMA stores, select retailers, and PUMA.com, with more federations expected to showcase the designs throughout the summer tournament.
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