Global sportswear industry_ PUMA has rolled out fresh national team jerseys for 11 countries, using an unconventional, community-driven event to spotlight its dominance ahead of this summer’s football spectacle.
The unveiling, held at Domino Square in New York City, broke away from the usual glitz of stadium launches, opting instead for a grassroots-inspired celebration rooted in street football and cultural exchange.Local players were the first to don the kits, showcasing them in action during a street tournament
Participating nations include a diverse mix from across Europe, Africa, Oceania, and South America, highlighting PUMA’s expansive global reach. Notably, the brand leads the pack in African representation, partnering with five key national teams heading into the tournament.
Nadia Kokni emphasized that the concept was built around authenticity, giving everyday footballers the opportunity to connect with the kits in their natural environment.The activation featured themed trucks representing each nation, complete with cultural elements ranging from cuisine to music.
Legendary figures such as Ricardo Quaresma, Asamoah Gyan, and El Hadji Diouf graced the occasion, adding credibility to the event.
Music played a role, with performances from top talents including Black Sherif, while online personality Fanum helped amplify the event’s digital reach.
Dominique Gathier highlighted the fusion of innovation and identity, noting that the kits combine advanced performance features with designs that resonate culturally.
As the tournament looms, PUMA’s strong lineup—including African giants and European contenders like Portugal—positions the brand as a key player in the global football landscape.
Backed by a legacy of dressing icons such as Pelé and Cruyff, the latest collection incorporates cutting-edge materials like ULTRAWEAVE and dryCELL, alongside sustainable production methods under the RE:FIBRE program.
