11/03/2025
Jersey beyond the pitch: PUMA celebrates Ghana’s football heritage with bold design
Picture Ghanaian football icon Abedi Ayew Pele, seated on the floor, his captain’s armband proudly displayed—exuding the aura of a man about to deliver a footballing masterclass.
A three-time African Footballer of the Year and former Black Stars captain, Abedi Pele remains a symbol of Ghana’s sporting greatness. Now, he takes centre stage once again, this time leading PUMA’s latest campaign — an evocative tribute to Ghana’s national team jersey.
In a groundbreaking collaboration, PUMA teamed up with Ghanaian designer Jefferson Osei to unveil a visually striking campaign, “God Bless Our Homeland Ghana”, reimagining the Black Stars jersey to coincide with Ghana’s Independence Day celebrations last Thursday.
This was not just another sportswear unveiling—it was a cultural spectacle.
Spearheaded by the legendary Abedi Pele, the campaign featured a star-studded cast, including musicians Jackline Acheampong (Gyakie), Livingstone Etse Satekla (Stonebwoy), rapper Kelvin Boakye, Darryl Paa Kwesi Bannerman-Martin (Joey B), Samuel Ofei Ankra Badu, female footballer Patricia Nana Boakye of Ridge City FC and Abedi Pele’s model daughter, Imani Ayew.
Abedi sitting calmly
Leadership: Abedi Pele dons the iconic captain's armband once again in a photoshoot alongside music star Gyakie and his model daughter Imani
But it was that striking image of Abedi Pele—seated, calm and commanding, with the captain’s armband proudly displayed—that resonated most.
It wasn’t just a pose; it was a symbol of leadership, resilience and the enduring legacy of a man who defined an era of Ghanaian football.
One of the campaign’s most striking visuals captured Abedi pulling a vintage white Mercedes-Benz W124 (V-Boot), with his ‘teammates’—Stonebwoy, Gyakie, Joey B and Imani—perched on the bonnet or seated inside the stationary car.
Abedi pulling teammates
Football legend Abedi Pele symbolically leads his 'teammates,' pulling a vintage Mercedes-Benz (V-Boot) in a striking photoshoot tribute
The image was not just playful nostalgia but a powerful nod to Ghana’s footballing journey, where teamwork, struggle and determination have defined the Black Stars’ rise on the global stage.
Jersey that tells a story
For this campaign, PUMA and Osei enlisted Ghanaian painter Daniel Alum Jasper to create a custom print for the home jersey.
The design is more than fabric—it is a visual tribute to Ghana’s cultural identity, inspired by the Gold Coast’s heritage.
It incorporates traditional Adinkra symbols representing unity, resilience and cooperation, seamlessly merging artistry with sport.
More than a fashion statement, the jersey’s intricate patterns pay homage to Ghana’s diverse ethnic groups —Ewe, Hausa, Asante, Fante, Dagbani and Ga — creating a kit that unites a nation under one flag.
On his Instagram page, Osei revealed the deeper purpose behind the project:
“My goal for this kit was to connect people from all Ghanaian ethnic tribes, both locally and in the diaspora—to bring back the love and unite the tribes as one.
My design was heavily influenced by conversations with the Black Stars players, my family and the local people, as well as Ghana’s current political climate. This kit embodies their shared desire for a more unified Ghana.”
The campaign also re-imagines the nostalgic schoolyard game ‘Counters Ball’, a childhood favourite in Ghana where bottle caps became makeshift footballs in playground tournaments.
This playful tribute captures the spirit of grassroots football—where many of Ghana’s greatest stars, including Pele, first honed their craft.
Evolution of jerseys
Gone are the days when football jerseys were just kits worn by players during matches. Globalisation and powerful branding have transformed them into lifestyle statements, crossing cultural and demographic boundaries.
Few brands understand this shift better than PUMA, Ghana’s official kit sponsor since 2005. Over the years, the German sportswear giant has redefined football fashion, designing apparel that not only supports the national team but also celebrates Ghanaian culture.
Beyond its traditional match-day kits, PUMA has launched fashion-forward collections, such as its ‘Football Culture Fanwear Collection’, producing T-shirts, track jackets and hoodies tailored for fans who embrace football as part of their daily identity.
However, this latest campaign is more than just another marketing exercise. It is a statement. A bold, artistic and deeply symbolic narrative and a seamless fusion of sport, culture and artistry.
This is more than a football jersey — it is a story woven into fabric, one that will stand the test of time.
By merging tradition with contemporary design, the German sportswear giant has once again proven that the most powerful brands do not just sell products—they sell stories. And this is a story worth telling.
By Maurice Quansah, Graphic Communications
