Transforming Pro:Direct's LDN19, PUMA brought Hector Bellerin to the store to unveil the brand new 'LDN City Pack' - a four-way collaboration between PUMA x Pro:Direct x Poet x Yinka - that celebrates the influence of London life on a football upbringing.
As PUMA continue to invade city after city through boot packs, London was the latest place to feel the heat and welcome in a seriously sharp boot collection. What's more, designed by influencers, the finished articles were not just for show as they were worn on pitch by Hector Bellerin and Marko Anautovic in the Premier League over the weekend.
This event saw Pro:Direct turn their store into a millennial bedroom. A Sony Playstation One, A Sega Mega Drive, A computer Moniter that takes up serious square space, not to mention the essential lava lamp... this space had all the throwbacks going but between the Arsenal bedsheets and the Eminem Posters, the City pack sat prominently bespoke. For Poet and Yinka, this was a visual and tactile piece of story telling that shows what influenced the design of the boot. Inner-city lifestyle is what this was about and with Hector Bellerin dropping by too, it gave a professional finish from a player who would go on to take the boots from the store and on to the pitch.
While the night gave the public a chance to see the boot pack from a fresh perspective, it's all in the detail where this capsule runs riot. For the PUMA 'ONE 18.1', it got a treatment that represents the city by night with a "Black/Grey" tonal upper that features 3M reflective elements, with the flash effect being a nod to the construction workers building the city, and the graphic designed to represent the landscape of tower blocks you see throughout London. Completing the capsule, the Future 2.1 football boot and a Future AVID NetFit sneaker give the LDN City Pack an all rounded aesthetic.
In the mix and exclusively on sale now, you can shop the PUMA x Pro:Direct LDN City Pack exclusively at prodirectsoccer.com
Photography by Reuben Selby for SoccerBible.
