PSV & Puma - Third Kit | ‘25-’26
Concept & Photography
The third kit for the 25–26 season was built around identity. The design draws from the iconic pillars on the exterior of the stadium, combined with a return to PSV’s old crest, rich in graphic detail and history. From the start, my goal was to bring those two worlds together. The retro character of the crest, paired with a modern visual translation of the stadium’s architecture.
I was responsible for concept development and photography. Having worked within the visual language of PSV for years, I understand the boundaries of both the club and PUMA, allowing the project to move forward with clarity and focus. The collaboration ran through a dedicated project group, with my work positioned firmly on representing PSV’s identity.
Visually, we stayed close to the tones of the kit itself. Clean whites combined with earthy shades to keep the imagery grounded and timeless. A kit launch always carries pressure, especially knowing supporters will judge it instantly. Working with players brings its own intensity, with limited time and high expectations, but familiarity helped keep everything efficient and focused.
Seeing the campaign go live across Eindhoven confirmed the result. This was my first large-scale studio photography project, and combining that setting with the kit and the players made it a defining moment in my work.
