PUMA Middle East / Saudi Arabia / 2026Design & Packaging
A Glory That Continues to Shine.
PUMA and AL-HILAL's 2026/27 third kit hides its logos in UV-reactive ink, so the near-black shirt shows its branding only after dark.
- Brand
- PUMA Middle East
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Club kits launch every season and fight for the same fan attention. PUMA wanted a design that gave AL-HILAL supporters a reason to keep photographing and sharing the shirt.
The idea
The near-black kit with sky-blue accents reads as understated by day. Under UV light the PUMA and AL-HILAL logos glow, a two-part reveal built into the product itself, sold under the line "A glory that continues to shine".
Case study source: Communicate Source ↗
Credits
- Head of Marketing, PUMA Middle East
- Jonathan Bannister
- Chief Marketing and Content Officer, AL-HILAL
- Vanessa Basora
