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Pukka Athletic is a new platform from Pukka which aims to celebrate the warmth in football, with a focus on the grassroots level of the game. They will champion the people and clubs that make a difference.

Pukka Athletic shine a spotlight on the warmth of gameday, supporting grassroots and the game.Their vision is to make football a warmer place, by being a part of gameday, a nostalgic reminder that warmth is never far away.

As part of their mission to promote warmth in football, they will support teams and players who embody the Pukka Athletic values. They will receive merchandise and prizes to reward the warmth. They are a part of Pukka Athletic.

Pukka Athletic are a diverse team of players, coaches, fans, parents & grandparents. They are the people who bring warmth to the game.

Pukka Athletic on Alvio, the ecom partner platform


Leading fashion collective, Art of Football is paying homage to Pukka, the nation’s number one pie brand and football favourite, through the launch of an exclusive terrace fashion collaboration.

Inspired by the iconic pie brand’s long standing association with football and created by sports fashion visionaries, Art of Football, the collection signals both the nostalgia of the game and the iconicity of Pukka at the heart of it. 

The 400-piece exclusive collection includes an iconic football shirt, designed to throwback to the 1970s when Pukka first entered football stadiums, and a 1990s inspired drill top design which features the historic Pukka Pies logo on the front and the brand's classic advertising slogan ‘Don’t Compromise’ on the back.

Pukka Athletic, championing grassroots sportsA collection of caps featuring the names of all the pies available at football grounds around the country and an exclusive t-shirt design will also be available as part of the collaboration.

Pukka first supplied its pies to football fans in Rotherham back in 1976. Since then, it has established itself as the halftime pie of choice for millions of people as the UK’s #1 pie at home and at the match, becoming a key part of the fabric of the game, with Pukka pies being enjoyed in over 40 clubs nationwide.

Pukka Athletic's partnership with Art of Football, live on AlvioThis partnership supports Pukka’s ongoing commitment to celebrating and rewarding the warmth in football, through its initiative, Pukka Athletic, in which the brand is set to champion the people and clubs that make a difference to grassroots football.

Isaac Fisher, Managing Director at Pukka, said: 

“Pukka and football go hand in hand, with millions of fans enjoying a Pukka halftime pie at football matches around the country. The range created with Art of Football captures all this history and heritage, as well as our future commitment to the game.

“We’re honoured to partner with Art of Football on this love letter to the game – their work with major brands supporting football, including Pepsi, McDonald’s and Budweiser has been hugely inspiring, so we’re excited to see this come to life for Pukka and celebrate our longstanding association with football.

“Proceeds from sales of the range will help to support the brilliant work of so many clubs, communities, and individuals across the country.”


Pukka has had sustainability at the forefront of thinking in the development of this new range, in particular with regards to fast fashion. Items in the range are being produced in small quantities with a number being made to order. Pukka also chose Art of Football as a partner based on the brand's commitment to creating sustainable fashion, including its unique approach to reworking old football garments.

Apparel & accessoriesRetailerSportsUk

eCom Partnerships

  1. Art of Football

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