As editor of The North Athleisure, I’ve seen countless collaborations between sportswear brands and elite clubs — but few reach the depth, scale, and cultural crossover that PUMA and Manchester City have achieved. With today’s announcement of a long-term partnership renewal, this isn’t just business. It’s a signal of where football, fashion, and fandom are headed next.

Why This Partnership Still Matters in 2025

What makes the PUMA x Manchester City partnership stand out?

It’s more than kits and trophies — it’s about how brands co-create identity with fans, shape sustainable innovation, and stretch the limits of what athleisure can be in the global market.

Since 2019, this partnership has delivered:

  • 4 straight Premier League titles
  • A historic treble season in 2022/23
  • Kits that made headlines and broke global sales records
  • Sustainable innovation with RE:FIBRE, making all replica shirts from recycled textiles since 2024
  • Community-led designs, like AI-created kits and the first-ever metaverse launch on Roblox

At The North Athleisure, we’ve covered countless “collaborations,” but few feel this symbiotic — PUMA hasn’t just sponsored a team; it’s helped build a brand culture around Manchester City that now extends across continents and platforms.

From the Pitch to Pop Culture: A Cultural Case Study

As a fan of iconic kit eras (yes, I still remember Umbro’s City kits of the early 2000s), it’s hard not to admire how PUMA redefined what a “football shirt” can be. The Colin Bell-inspired home shirt from the treble season wasn’t just a nod to legacy — it became a pop culture moment, worn on pitch, on stage, and on streets across Toronto, London, and Abu Dhabi.

And that’s where this deal goes deeper:

  • It aligns with how fans wear identity today — from match day to mall runs.
  • The athleisure crossover is not accidental. It’s strategic. And working.

Retail Expansion: City Stores, Global Drops & AI Design

Through STICHD, PUMA’s retail arm, City’s brand footprint has exploded:

  • Flagship stores from Manchester Arndale to Rockefeller Center NYC
  • A permanent space coming soon to the Etihad Campus
  • A fan design AI tool that’s redefining customisation at scale

At The North Athleisure, we’ve tracked the rise of interactive sportswear commerce — and this partnership is a masterclass. From the metaverse to in-store activations, it’s setting new standards.

Sustainability That’s Actually Happening

Let’s be honest — the industry throws around terms like “circularity” and “upcycling” too often. But PUMA’s RE:FIBRE program is the real deal.
Since 2024, all Manchester City replica kits have been made from:

  • Recycled factory off-cuts
  • Faulty goods
  • Pre-worn garments

In a world where fast fashion still dominates, this isn’t just good PR — it’s a shift in production models.

Global Reach: More Than One Club

PUMA’s partnership with City Football Group includes:

  • Melbourne City, Mumbai City FC, Girona, Bahia, ESTAC, Palermo, and more
    This isn’t just football—it’s a brand ecosystem stretching from South America to Europe to Asia.

For athleisure brands looking to scale globally while staying local, this deal reads like a playbook.

The North Athleisure Takeaway

This isn’t a kit deal. It’s a movement blueprint.

In 2025, fans don’t just watch football — they live it, wear it, stream it, design it.
PUMA and Manchester City are building the infrastructure for that culture:

  • Performance meets streetwear
  • Retail meets storytelling
  • Sustainability meets global reach

As the editor of The North Athleisure, I believe this deal marks a new era of sportswear storytelling — one where fans co-create, sustainability is real, and brands play the long game.