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'Made in Eindhoven'
'Made in Eindhoven' was the theme of the shirt launches of PSV and PUMA in the '21/22 season; The city's creative talents played a prominent role in content and distribution. Rapper Fresku wrote the song ‘Eind Hoger’ especially for the launch of the PSV away kit. Fans could unveil the new shirt on a specially developed website by streaming the song. The more often the song was streamed, the faster the shirt would be unveiled. The song was popular, and fans’ curiosity was quickly satisfied as the sky-blue PUMA jersey was unveiled in full that very morning.