Global sports company PUMA celebrated the launch of the all-new FUTURE 9 football boot with a one-of-a-kind creative experience in Manchester: The FUTURE Flow House featuring special guests Jack Grealish and Noah Okafor. Designed as a sanctuary for pure football expression, the Flow House invites players to rediscover their creativity at a time when the modern game is increasingly driven by data, algorithms and predictability.
Built around the belief that football’s greatest magic comes from instinct, spontaneity and imagination, the Flow House brings PUMA’s campaign message to life: creativity can’t be taught — it can only be unleashed.
The FUTURE Flow House served as a creative playground for modern playmakers, giving guests the chance to take part in an immersive experience with creativity at its core. The space was divided into a series of zones designed to help players find their flow.
Guests first entered the Flow House through a dedicated “check-up” area where their flow was evaluated before receiving their official prescription — the new FUTURE 9 football boots. They then moved into the main area of the FUTURE Flow House, beginning with the MIND Zone, where PUMA’s football mantras encouraged visitors to embrace individuality and self-expression. The zone also hosted two special MIND Talks with Jack Grealish and Noah Okafor, who shared insights into their personal journeys, how they discovered their flow, the challenges they overcame and their advice for the next generation of footballers.
A key element of the event was PUMA’s invitation to top next-gen prospects, former academy players, current academy talents and players from local clubs — giving young footballers rare access to PUMA athletes and encouraging them to continue pursuing their footballing dreams.
The BODY Zone included football-specific yoga sessions designed to prepare players’ bodies for the demands of the modern game, while the SOUL Zone took football back to the streets with small-sided games that celebrated the joy, freedom and fun that define the sport at its purest.
After exploring each zone, 12 teams from across the world competed in the Find Your Flow 3v3 tournament, bringing the event’s creative energy onto the pitch.
The event followed the global FUTURE 9 campaign film starring Neymar Jr., Sandy Baltimore, Morgan Rogers and Kai Havertz. The creative centers on players encouraging footballers everywhere to find their flow and stay true to themselves. The Flow House builds on this narrative by championing the return of the creative maverick — a space designed to help players take risks, be bold and bring joy and unpredictability back to the game.
At the heart of the event was the debut of the PUMA FUTURE 9 Unleashed edition, the latest evolution of PUMA’s creativity-led boot. Guests had the opportunity to trial the boots throughout the event, experiencing the boot’s creative DNA first-hand.
The FUTURE 9 Unleashed edition and the full Unleashed Pack are available now in PUMA stores, on PUMA.com and at specialist retailers worldwide.
