For Soccer teamed up with PUMA to unveil the new jerseys for Portugal, one of the most exciting and well-known teams in global soccer, through a two-part activation.
With stars like Cristiano Ronaldo, Bruno Fernandes, Rafael Leao, Bernardo Silva, and FC Barcelona Femení player Kika Nazareth, excitement around Portugal’s National Team is high. That talent, coupled with the 2026 FIFA Men’s World Cup on the horizon, has created the perfect time for Portuguese soccer fans to come together and celebrate.
Following the announcement that PUMA would become the official new jersey partner of Portugal in 2024, the buzz around the kits continued to build, leading to the launch on January 7th.
Boston: The Perfect Location
It was a no-brainer that to make a splash in North America, the moment had to be marked in one of the most vibrant Portuguese communities in the United States. Boston, home to the highest Portuguese concentration in the United States, made it the ideal market to bring this historic event to life.
To ensure we reached the most passionate fans in the city, we dug into market research, honing in on Portuguese supporter groups, top sports bars, and the city’s most enthusiastic fans. We invited them to be part of something special and join us for the North American reveal of the new PUMA x Portugal jerseys.
The crowd represented a mix of loyal supporters from Benfica, Sporting CP, and Portimonense, but all rivalries were set aside for the Portuguese Football Federation. As Frankie FLO, world-renowned freestyle soccer performer, said, “When Portugal plays together, we’re all family.”
Dick’s Sporting Goods House of Sport, a concept brought to life by reimagining the traditional sporting goods experience, provided the perfect backdrop. Known for its hands-on approach to engaging and exciting customers, it was exactly the environment we needed to bring the unveiling of the new jerseys to life.
The Big Reveal
As fans arrived at the House of Sport in downtown Boston, they were greeted with the flavors of Portugal. Pasteis de nata, traditional Portuguese custard tarts, fueled the anticipation, while a live DJ kept the energy high. The excitement continued to build when Frankie FLO hit the floor with his freestyle moves, engaging fans in both Portuguese and English, and leading the countdown to the reveal moment.
When the countdown reached zero, the red curtains dropped, revealing the display of the PUMA x Portugal kits. The collection featured home and away jerseys for both men and women, as well as goalkeeper kits. We strove to incorporate as much authenticity into the moment as is woven in the intricacies of the jerseys, so the reveal was accompanied by a brass band, as fans joined in celebration.
To give fans a “behind the curtain” look that extended beyond the literal curtain, Frankie FLO led a special Q&A session with a PUMA representative live from Germany, diving into the design, inspiration, and cultural significance behind the new kits. Guests were also treated to testimonials from two special fans who shared what the jerseys and the team meant to them. These personal stories added an emotional layer to the launch, reiterating the pride of Portugal and the significance of the PUMA partnership.
The celebration continued as the brass band played the Portuguese national anthem, guiding the crowd upstairs to the second phase of the activation. There, we brought PUMA’s creative launch elements to life with an interactive photo experience, allowing fans to immerse themselves in the moment. As fans stepped into the live set, the DJ kept the energy flowing, while attendees personalized their jerseys with names and numbers, participated in juggling and exchanged panna moves, ultimately adding a personal and community focused touch to the experience. The “History Needs Makers” message was brought to life by the fans themselves, who were integral in making the moment so impactful.
In short, the two-part activation was truly a celebration of Portuguese soccer, the historic partnership between PUMA and Portugal, and the passion of the fans who make it all possible. The North American launch celebrated not just the reveal of new jerseys, but the start of an exciting new chapter for PUMA and Portugal.
Learn more about the PUMA jerseys and the inspiration behind them here.