PUMA x SOCCER AID
CANVVS teamed up with PUMA for Soccer Aid 2023 to create a collectable limited edition custom sneaker. Hosting an activation at the Soccer Aid training camp, CANVVS x Puma gave the team a chance to personalise their own unique Puma Slipstream. The 50 unique sneakers were presented to the Soccer Aid 2023 players and training staff at Old Trafford, the home of Manchester United, to a star-studded line-up of legendary footballers and entertainment icons.
£14,619,005
Raised by Soccer Aid for UNICEF
THE SLIPSTREAM
PUMA selected the Slipstream Lows for the base silhouette of the Soccer Aid sneaker. The shoes were provided in a blank white colorway to serve as an ideal base for customisation. Manchester-based artist Matt B Customs was commissioned to create the unique design by stitching player's jerseys into each pair. To highlight the signature Formstripe, hand painted lines were drawn in the Soccer Aid blue.
It was then down to our 3 attending artists to get busy with touch-ups and the customisations ahead. On the day, the sneakers were personalised with the participants names, shirt number and personal messages.
Written Customisation
Personalised with the participants names, shirt number and personal messages.
Tonge Tab
Custom Tonge tabs were added for the relevant team. World XI and England.
Jersey Material
Stitching player's team jerseys into each pair.
THE CREATORS
DAN HAYES
Artist Boot Specialist
MATT B CUSTOMS
Base Silhouette Designer
THE LITTLE CUSTOMS
Personalisation Artist
Arrival
Our pop up was located next to the training pitch, which allowed for key visibility and ease of access for the players. The players visited the stand throughout the day, coming to see their sneakers and learn about the artists and CANVVS. Our artists had started on some inspirational sample pairs, relaying some of the stylistic choices the players could adapt and use. Dan Hayes set up in the stand, providing PUMA boot customisations for six chosen celebrities.
Choices
We had our three featured artists working on the shoes through the day, whilst players came over to start thinking about additions for the base silhouette.
We provided personalisation cards for the players to make notes and share back what ideas they had for any sort of customisations they wanted on the shoes. From debut numbers, family names and inspirational quotes these where the choices featured on the silhouettes.
Lee Mack chose to customise his sneakers with the names of his family members and birthdays. Where as David Seaman went for a camouflage design around the toe-box; as one of his hobbies include fishing.
The Custom Touches
In addition to artwork, we offered players ‘finishing touches’. These included a variety of stylistic options.
• Lace Swaps - We had a selection of different laces to pick from on the day all complimenting the base shoe and revolving around the Soccer Aid colour palette.
• Lace Tags - We had custom chrome lace tags made for some players, brandishing initials and important dates. Other players also got to choose between a teal, black and white lace tag.
• Tongue Tags - Matt B Customs heat pressed our specially made tongue tags onto all pairs, making sure the players had the correct team logo on their sneakers.
Collection
At the end of the day, our team returned to view the last pairs with the artists. This gave everyone an opportunity to get feedback on the shoes and decide if there were any final tweaks, additions, or customizations desired.
The overwhelming praise from the players and staff was amazing to see and upon collection we had a huge amount of engagement regarding shoes and what CANVVS will be doing in the future.
This collaboration showcased how CANVVS and PUMA worked together to create something truly unique and special for the Soccer Aid 2023 team.
Noah Beck
Tommy Fury
David Seaman
ON POINT & ON PITCH.
The CANVVS x Puma Slipstreams made an appearance when the players entered the stadium, and were also seen on ITV. This created a buzz around the project, with people asking our team for details. A lucky fan had a chance to get their hands on one of the 50 limited edition pairs in a giveaway hosted on social media - making them part of this special event.
LET'S TALK
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