PUMA Explores the Future of Sustainability in Fashion and Football with NYC Store Activation

New York, or Nowhere.

PUMA recently celebrated a weekend of festivities at their New York flagship store, coinciding with the launch of the AC Milan and Manchester City home kits, as well as an upcoming match in NYC. The sportswear brand is promoting a new textile recycling initiative focused on fashion, sustainability, and football.

This initiative’s expansion comes at a crucial time in the fiercely competitive sportswear market, where sustainability is becoming a key differentiator.

Throughout the weekend, the event featured the release of limited-edition upcycled badges and consumer workshops on clothing customization and upcycling, led by renowned US upcycler Andrew Burgess. The following selection of photos showcases Bryan Joel and Charles Etoroma participating in the upcycling workshops that Andrew conducted in-store on Sunday.

The event celebrated a significant milestone in PUMA’s textile-to-textile recycling innovation, RE:FIBRE. Through this program, PUMA has produced millions of recycled football jerseys, a notable increase from the 46,000 jerseys produced in 2023. These jerseys are crafted with recycled polyester, consisting of at least 75% recycled textile waste, rather than virgin polyester.

Check it out below.