Puma took the opposite approach to adidas at the 2026 World Cup. Where adidas blankets the field with fourteen nations, Puma went deep with its eleven, building kits rooted in the specific visual and cultural language of each country rather than a shared template. The boots and the collaborations follow the same logic.
The boot collection is called “Showtime,” covering the Future 9, Ultra 6 and King 20 in Puma’s signature mismatched left-and-right colorway format. The City Edition pack gives each host city its own tribute boot. The New York edition of the King 20, in metallic silver and mint green inspired by the Statue of Liberty, is the one worth tracking down if that is your space.
The collaboration story is the headline. Puma tapped Salehe Bembury to design goalkeeper kits and travel apparel across all eleven of its national team partners. That is the most significant fashion collaboration at the kit level in the entire tournament, and the first of its kind at any World Cup. Anyone who has followed Bembury’s work on New Balance has a sense of the weight his involvement carries.
The federations themselves give Puma its strongest visual material. Morocco’s calligraphic crimson kit and Senegal’s banded green and gold are two of the best individual designs in the full 48-team field. Add Ghana, Ivory Coast, Egypt, Portugal, Switzerland and the rest, and Puma’s portfolio leans heavily on nations with deep, distinct identities.
It is a bet on culture over market share, and it suits the brand. Going deep on design, handing eleven goalkeeper kits to Salehe Bembury, and letting each federation look like itself is a smart way to win the part of the tournament that happens away from the scoreline.
