PUMA introduced micro-massaging uniforms to the World Cup

The Italian National Team has unveiled their newest kits for the 2014 World Cup in Brazil this summer — a tailored, slim fitting, button-up collared shirt with the country’s vibrant national colors, blue and white, on full display.


But few will talk about how it fits, or the bright colors displayed, considering the kits will use German company PUMA’s latest uniform technology, dubbed PWR ACTV. This technology uses compression and athletic taping on the insides of the jersey to massage the athletes, which provides energy and recovery to the muscles during the game.

The shirts will be worn by Italy in their Wednesday friendly against Spain. Italian captain Gianluigi Buffon was impressed with the new design and added that it has “a true Italian touch,” which was likely about the aesthetics and not the use of technology.

Italy is not the only club introducing new uniforms this week, as the United States Men’s National Team will unveil their new collared uniforms against Ukraine in Cyprus in their Wednesday clash. The U.S. kits, however, lack the technology of Italy’s and are more similar to the loose-fitting style of a golf shirt rather than a slim-fitting soccer kit.

Sport leagues around the world have created the most advanced uniforms for their athletes over the years to provide maximum comfort for their players. But not until now have we seen a massaging uniform. For Puma, the uniforms could be a game-changer for the company which has struggled to keep up with Adidas in year’s past. Augmented uniforms are not set to become the norm quite yet — though any edge PWR ACTV offers Italy will serve as a potentially big press boost — but this is yet another step in the right direction for sports tech.