PUMA is kicking off football’s biggest summer with culture, not just kits, teaming up with designer Salehe Bembury on an immersive, sound driven experience at The Row DTLA to launch their new TRVL WEAR collection and debut the Velum 1 sneaker.

Football, sound and design in downtown LA

Ahead of this year’s global football tournament, PUMA and Salehe Bembury transformed historic creative complex The Row DTLA into a series of interactive environments built around sound, movement and tactility. Guests moved through different spaces that unpacked the collaboration’s creative world, bringing football “beyond the pitch and into everyday life” via light, audio, graphic textures and product storytelling.

The night drew a cross section of creatives, athletes and cultural tastemakers, including Salehe Bembury himself and Ghanaian rapper and model Black Sherif, who discovered the collection through customisation bars, product labs and live music. Music programming was curated by Favela Worldwide,…