“Some kings aren’t born, they’re made.”

Some boots live in memory. Others live forever. The PUMA King has been worn by football’s true royalty from Pelé to Maradona to Cruyff, and now, it’s been reimagined for a new generation with ART OF FOOTBALL.

PUMA asked us to put our creative stamp on an icon, and we built something that honours the past while speaking to today’s game. A King made for the pitch, the street, and the culture that surrounds them.

The result? A custom boot with our signature artistry woven through every detail from hand-drawn illustrations to subtle nods to the legends who made the King what it is. Around it, we built a capsule that blends 90s nostalgia with modern edge: bold drill tops, graphic tees, and pieces designed to be lived in.

And to launch it, we turned to a King of our own Thierry Henry. A player who shaped our love for the game and inspired one of our earliest designs.
This wasn’t just a collab. It was a full-circle moment. A celebration of heritage, artistry, and the timeless moments that make us love football.

This wasn’t just a collab. It was a full-circle moment. A celebration of heritage, artistry, and the timeless moments that make us love football.