PUMA and Pro Direct Sport partnered to create an exclusive capsule collection celebrating the heart and heritage of Manchester. Headlined by a limited-edition football boot, the project aimed to honour the city’s deep football culture while delivering a design language that felt unmistakably local and globally relevant. The challenge was to capture Manchester’s identity with authenticity and pride, creating a collection rooted in place but powerful enough to resonate far beyond it.

The creative approach focused on expressing Manchester’s spirit through meaningful symbols rather than surface-level references. At the heart of the system sat the Worker Bee, an enduring emblem of the city’s identity and resilience. This became both the cultural and visual anchor for the entire collection.

Drawing inspiration from the historic mosaics of Manchester City Hall, the bee was reinterpreted through a modular honeycomb grid. This structure formed the foundation for a flexible visual system that subtly nodded to digital culture and modern football aesthetics. The custom MCR wordmark was built on the same grid, ensuring consistency and cohesion across every asset.

The boots debuted on pitch during the FA Cup, worn by Manchester United’s Brandon Williams, cementing the project’s connection to the city and its football legacy. The collection sold out quickly, driving strong engagement and deepening brand affinity among fans. More than a product launch, the capsule became a genuine celebration of Manchester, delivered through a confident visual identity that resonated with both local communities and a wider global audience.