Jefferson Osei’s latest collaboration with PUMA on the Ghana national team kit is more than just design—it’s a powerful statement of culture, heritage, and identity. From childhood sketches to dressing the Black Stars, the Daily Paper co-founder brings authenticity and storytelling to football fashion, and here we find out more, exploring his creative journey and vision.
In the ever-evolving world where football meets fashion, few names resonate as powerfully as Jefferson Osei. The Daily Paper co-founder has long been at the forefront of bridging cultures, and his latest collaboration with PUMA on the Ghana national team kits, released to coincide with this year’s Ghanaian Independence Day, is yet another statement piece in that journey. More than just fabric and stitching, these jerseys are a tapestry of identity, storytelling, and deep-rooted heritage.
Brought to life through a collaboration with Ghanaian painter Daniel Alum Jasper, who created a custom print for the jersey, the design is inspired by Africa’s Gold Coast. It also honours Ghana’s diverse tribes—Ewe, Hausa, Asante, Fante, Dagbani, and Ga. A hidden feature activates with perspiration, revealing enhanced Adinkra patterns as matches unfold.
“My goal for this kit was to connect people from all Ghanaian ethnic tribes domestically and in the diaspora, to bring back the love and unite the tribes as one," Osei explained. "My design was heavily influenced by conversations with the players of the Black Stars, my family, the local people, and the current political climate, highlighting their desire to see a unified Ghana.”
Osei’s connection to the project runs deeper than aesthetics—it’s a full-circle moment of childhood dreams realised. From sketching kits in schoolbooks to designing for the Black Stars, his vision ensures that this jersey isn’t just worn; it’s felt. With a focus on Adinkra symbols, cultural unity, and diasporic representation, the design speaks volumes beyond the pitch.
We sat down with him to dive into the emotions behind the call from PUMA, the creative process, and the importance of authenticity in modern football culture.
What was the feeling when you got the call to create the Ghana kit?
You know, it’s one of those moments where it doesn’t quite hit you at first. It’s similar to the Ajax project—when you’re deep in the process, it’s just emails and design files on your computer. But when you see that first sample, when it becomes tangible, that’s when the reality kicks in.
As a kid, I was always sketching sneakers and football jerseys in my schoolbooks, so this felt like a déjà vu moment. I knew exactly what I wanted to do. It was surreal, like my childhood dreams coming full circle.
“At the end of the day, this is bigger than me. It’s for the people. It’s for the culture.”
Language was such a crucial element in this kit. How did you bring that across?
It wasn’t just language—it was music, symbolism, culture, the full spectrum of Ghanaian identity. I used Adinkra symbols, which traditionally come from a specific Ghanaian tribe, but I wanted to make sure the symbols in this design unified the whole nation.
Both jerseys carry a strong message of culture and identity. A national team kit should be more than just colors from a flag—it should tell a deeper story. With Ghana, of course, the Black Star is at the heart of everything, but the history and lived experience of the people deserve to be reflected too.
What was it like having that creative freedom and trust from Puma?
Puma made a huge step in bringing external creatives and artistic directors into the process. Normally, these kits are designed internally, often by people who don’t have a deep connection to the country, culture, or demographic they’re representing.
By bringing us on board, Puma tapped into real grassroots culture. This kind of authenticity is crucial—it allows people in the diaspora and those back home to genuinely connect with the jersey. Moving forward, I hope they continue this approach for other nations. It’s a budget decision, sure, but it’s an investment in cultural relevance.
Authenticity is everything. A shirt can look beautiful, but why was it made?
Exactly. A football jersey should tell a story. It has to stay true to its message from start to finish.
A lot of my work has been shaped by the diasporic experience—what we’ve done with Daily Paper, with Ajax, and now with these national team kits. It’s about creating something that speaks beyond one community. This isn’t just about Ghana or Morocco—it’s about a global audience tied together by culture, heritage, and shared experiences.
“A national team kit should be more than just colours from a flag—it should tell a deeper story.”
It’s such a huge responsibility, translating all of that onto a single jersey.
Absolutely. It’s one thing to design something that looks great, but it’s another to make sure it carries real meaning. There were a lot of stakeholders involved—the Ghana Football Association, Puma, the players themselves—and I made sure the players had input. They’re the ones wearing it, after all. They need to feel that pride when they step onto the pitch.
For me, this wasn’t just about making a jersey; it was about making something for the people. Whether it’s for Ghana, Morocco, or any other nation, it has to resonate both locally and across the diaspora.
Football shirts used to be just for 90 minutes on the pitch. Now, they’re worn all day before the match, all night after a win. Was making this kit stylish both on and off the pitch something you considered?
Of course. Our background is in fashion. We didn’t study it formally, but we’ve always had a strong personal style, and we wanted to bring that into the design.
There are even discussions about us creating something for the World Cup, something more focused on formal, traditional wear. For this collection, we incorporated lifestyle elements into the silhouettes, the materials, and the styling. Even the campaign’s artistic direction reflects that. It’s not just sportswear—it’s cultural expression.
What were the key messages you wanted to communicate through the campaign?
Togetherness, unity, and belief in a brighter future for Ghana.
Right now, if you look at the political landscape, there’s division—different tribes, different ideologies. But when the Black Stars play, the whole country comes together. That unity is so powerful, and I wanted the jersey to reflect that.
At times, when results don’t go our way, you see blame placed on certain players because of their tribal background, and the media feeds into it. That’s painful to witness. This kit is about breaking those divides. It’s about recognizing and respecting each other’s cultures while standing together as one nation.
Football has the power to unite, but also to divide. With this kit, you’re speaking to multiple generations—people your age, older, younger, even those not born yet. That’s a lot of responsibility.
Definitely. That weight isn’t lost on me.
If I could speak to my younger self, I’d tell him to keep being authentic, to stay true to his identity. Most dreams take time, but they do come true.
Who has pushed you to aim for these heights?
The people I’ve built Daily Paper with. It’s an ecosystem of creatives from migrant backgrounds, all driven by the same DIY mentality.
We all have degrees—bachelor’s, master’s—but working a corporate job was never the goal. The goal was always: How can we uplift our own people? How can we empower marginalized communities? Fashion became our medium to do that. But it’s bigger than fashion—it’s about music, sports, culture. It’s about celebrating identity in every form.
Your brand, your work—it’s not just for one place or one people. It’s for those with dual identities, for those searching for belonging.
Exactly. Daily Paper is for anyone who has ever felt like they exist in between cultures.
People from all corners of the world with mixed bi cultural etnicities—they all connect to this story. It’s a brand, but it’s also a space. A space for people who don’t always feel represented. That’s why we’re have always had sports, into music, as brand pillars because these platforms amplify the cultural message.
“Football has the power to unite, but also to divide. This kit is about breaking those divides.”
The way Afcon has been represented in Western media has often felt dismissive. The storytelling hasn’t been there. Now, with kits like this, with cultural expression being prioritized, do you feel like you’re helping shape a new narrative?
Absolutely. The goal is to change the perception of different cultures.
For years, African football, and African culture in general, have been reduced to outdated stereotypes. Through fashion, sports, and music, we’re rewriting that narrative.
In the past, it was always seen as folklore, something foreign. Now, with brands like Daily Paper and collaborations like this, people are finally seeing the richness, the depth, the innovation within these cultures. And that shift in perception? That’s how you change the future.
If Ghana qualifies for the World Cup and you see this kit on that stage—what will that moment mean to you?
It’ll mean everything. Even now, I still can’t fully put into words what it feels like. It’s a childhood dream come true. When I got that call from Puma, it felt like something I’d already lived before, like I’d designed this in my schoolbooks years ago.
But with that excitement comes a million thoughts. Will people love it? Will the players feel proud wearing it? Would my mom be proud? Would my grandparents, who aren’t here anymore, be proud? At the end of the day, though, I remind myself: this is bigger than me. It’s for the people. It’s for the culture. And if, ten years from now, I look back at this and see that it inspired something greater, that’s the real success.
All praises to the Most High.
PUMA’s Ghanaian National Team jersey is available now from PUMA.com
