Southampton FC partners with Puma for first time in club history

On April 10, 2024, Southampton Football Club announced a landmark partnership with Puma, marking the first collaboration between the club and the renowned sportswear brand in its 138-year history. This significant agreement, spanning four years, establishes Puma as the Official kit partner starting from the 2024/25 season.

New threads 🧵

🔥 @pumafootball

— Southampton FC (@SouthamptonFC) July 16, 2024

Puma to outfit all club levels with custom kits

Under this deal, Puma will outfit all levels of the club, from the Men’s and Women’s First Teams to the Academy, providing bespoke playing kits, training wear, travel gear, and replica wear for fans. The full range of kits and related apparel for the 2024/25 season is set to be unveiled this summer.

Engaging fans with unique initiatives and exclusive merchandise

The partnership was initially hinted at during a Championship match against Coventry City, where observant fans noticed several subtle hints across social media and within St Mary’s Stadium leading up to the game.

Celebrating this new alliance, Puma crafted an exclusive pair of football boots, worn by Saints star and Puma athlete, Adam Armstrong, during the match. These unique boots were later auctioned, with the proceeds benefiting the Saints Foundation. This auction provided an exciting opportunity for fans to own a piece of this historic partnership, further connecting the community with the club and its new kit partner.