PUMA has announced Dutch wonderkid Xavi Simons as the new face of its iconic KING boot, following in the footsteps of legends Pelé, Maradona, Cruyff, and Eusebio.

The KING is known for being worn by some of the best and most exciting talents in football, and Simons is no exception. The announcement comes after a breakout season at PSV for the 20-year-old. After racking up 24 goals and 13 assists in one season, Simons will return to Le Parc des Princes a KING.

On his decision to sign with PUMA, Simons said: “PUMA is a brand with so much football history and is at the top of their game. The PUMA KING is iconic – some of the best players in the game have worn this boot like Johan Cruyff and Maradona, so it’s an honor to step into the new generation of KING. I can’t wait to kick-off the new season, there is so much I want to achieve in my career and I’m ready to write my own history.”

He also mentioned PUMA’s cultural appeal, claiming the brand is “more than just football.” Fashion is something PSG’s returning starboy loves, and he teased future projects with the brand, stating the two have exciting plans.

PUMA’s latest signings have shown the brand’s interest in branching outside of football and sportswear, and with Simons now on board, prepare for a fashion culture shock.

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