PUMA City Pack – Manchester ‘MCR’ Edition. An exclusive soccer boot and capsule collection designed for PUMA Football and Pro:Direct Soccer.
Inspired by the rich heritage of Mancunian culture, the collection celebrates the city’s identity through bold color themes and iconic motifs—including the famous Worker Bee, a symbol of Manchester’s industrious spirit. Featuring premium design details, the collection pays tribute to the city’s deep football roots and street culture.
The boots were proudly worn on the pitch during an FA Cup game by rising Manchester United star Brandon Williams, further cementing their connection to the city’s football legacy.
AD: Luke Harrison | Design: Luke harrison | Producer: Jack Callaway | Photo: Dan Hall | Video: Nick Mitchmore
CONCEPT | IDENTITY | DIRECTION | DESIGN | PRODUCTION
Brandon Williams wearing the ‘MCR’ PUMA boots in the FA Cup Semi Final against Chelsea.
A bespoke suite of custom word-marks, badges, icons, and pattern systems developed for the PUMA ‘MCR’ campaign. Designed for seamless application across all physical and digital touch-points, these elements reinforce the campaign’s visual identity while celebrating Manchester’s unique culture.
The cohesive system ensures brand consistency across packaging, apparel, footwear, marketing materials, and social media, creating a bold and instantly recognisable aesthetic that resonates with both local pride and global audiences.
The PUMA ‘MCR’ capsule collection draws inspiration from Manchester’s rich football and cultural heritage.
Combining innovative designs with performance-driven features, the collection blends bold aesthetics and functional materials, offering a stylish and versatile range for those seeking both fashion and utility.
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