247 by Represent enters football with Puma boot collaboration fronted by Cody Gakpo

247, the performance wear arm of British label Represent, has launched its first football product, the Puma x 247 Ultra Nitro 7 Ultimate FG, in partnership with Puma. Liverpool and Netherlands forward Cody Gakpo, a Puma athlete, fronts the campaign.

The boot follows two previous collaborations between the two brands in performance running. It reworks Puma's new-generation Ultra Nitro 7 through 247's design language and carries Nitrofoam Elite, a nitrogen-infused foam for energy return; an Ultraweave upper for lockdown and lightweight construction; and Puma's data-informed FastTrax 2.0 stud configuration.

"Football has always been deeply embedded in Represent, from our perspective on British football culture to the Champions collection we introduced earlier this year. Bringing 247 into football felt like a natural evolution of that relationship," said George Heaton, co-founder and creative director of Represent. "We've always approached 247 by translating performance through the Represent lens - bringing our own design language and attitude to technical products, rather than trying to replicate what already exists."

Heaton added: "We've worked closely with Puma on the Ultra and saw an opportunity to bring the distinctive DNA of 247 into an entirely new category. It's a serious performance boot at its core, but we've approached it through the Represent lens, giving it our own perspective, design language and attitude."

Represent chief executive Paul Spencer, formerly managing director of Puma's European operations, played a role in bringing the two companies together, according to the brand.

The Puma x 247 Ultra Nitro 7 Ultimate FG is now available.