Abu Dhabi combines fashion and sport with PUMA, Man City partnership

Credits: DCT

Experience Abu Dhabi has collaborated with Manchester City Football Club and sportswear brand PUMA to launch limited-edition t-shirts.

The new line of t-shirts is the latest activation stemming from Experience Abu Dhabi’s partnership with Manchester City. The launch also celebrated the opening of City Challenge, an interactive football-themed experience in Yas Mall.

Created by Emirati artist Thikra Alsuwaidi, the design brings together football, cultural and fashion to showcase Abu Dhabi’s heritage. Alsuwaidi is a part of DCT Abu Dhabi’s Strategic Marketing & Communications department.

The design of the shirt is inspired by UAE’s traditional door designs. It also features cultural elements such as  Arabic coffee cups, traditional weaving craft, Burqa’a, Al Ain Oasis and the Abu Dhabi shoreline.

The design elements also highlight Manchester City, including the club’s formation date, the red rose of Lancaster and iconic moments from the team’s history.

The launch is part of Abu Dhabi’s efforts to raise awareness of the city as a destination among global audiences.

 “Our collaboration with Manchester City and PUMA underscores our commitment to leverage the power of partnerships to share Abu Dhabi with the world,” said H.E. Nouf Mohamed Al Boushelaibi, Executive Director of Strategic Marketing & Communications at the Department of Culture and Tourism – Abu Dhabi.

Serena Gosling, Director of Retail and Licensing at Manchester City, added: “As a club, we continuously explore opportunities to collaborate with partners to offer our global fans exclusive experiences and products in different regions and over the past few years have created a number of successful apparel items and collections with PUMA.”

The collaboration is also part of PUMA’s efforts to focus on UAE culture by spotlighting designs created by local Emirati talent across special-edition PUMA apparel and exclusives.

“We are excited to deliver PUMA’s signature style to this unique partnership bringing together top local creative talent and global icons such as Manchester City in a one-of-a-kind dazzling showcase of Abu Dhabi’s collective identity,” said PUMA Middle East General Manager, Taner Seyis.

Kevin De Bruyne of Manchester City attends the launch event at Yas Mall. (Photo by Christopher Pike/Getty Images for DCT)

The clothing collection was launched in the presence of Manchester City players Kevin De Bruyne, Jack Grealish, Ederson and Mateo Kovacic at the City Store by PUMA in  Yas Mall, which is also home to the City Challenge experience.