Global sports company PUMA unveiled its new national team kits for 11 nations with a street-level event at Domino Square in New York City, placing football, music, food, and culture at the center stage in a celebration of the game.
Rather than launching in a stadium setting or in a cinematic brand film, PUMA chose to reveal the kits in play, worn first by local community players from each nation on the streets of New York.
Four continents are united under 11 nations: Portugal, Morocco, Ghana, Paraguay, Senegal, Côte d’Ivoire, Czech Republic, Switzerland, New Zealand, Austria, and Egypt.
This confirms PUMA’s position as a leading force in international football, dressing close to a quarter of all nations heading into this summer’s biggest competition, with the most prominent African teams of any kit brand in the sport.
At the heart of that presence is PUMA’s strong connection to Africa, with five partner federations represented in this launch: Morocco, Ghana, Senegal, Côte d’Ivoire, and Egypt, including a deepening connection to Moroccan football through ongoing collaboration across the federation, players, and local communities.
Together, they underline the scale of PUMA’s commitment to African football and the role these nations play in shaping the energy, identity, and future of the global game.
“We wanted to connect with the fan communities by showing up in the places and moments that matter to them. This event was built on that belief, offering local football players the chance to experience these fresh new kits in action before anyone else: on their own city pitch,” said Nadia Kokni, PUMA Vice President Global Brand Marketing.
The event, centered around a series of custom-designed trucks, each represented one of PUMA’s 11 nations through visual identity, local food, music, and cultural artefacts, several brought to life by artists from the communities themselves.
Fans could see and wear the national jerseys before anyone else, with the kits revealed for the first time on the city’s pitch through a structured 4v4 tournament, facilitated by NYC Footy.
Football legends Ricardo Quaresma (Portugal), Asamoah Gyan (Ghana), and El Hadji Diouf (Senegal) were present as representatives of their nations, connecting generations of the sport.
A live music corner powered the pulse of the event, soundtracking the action from start to finish, featuring a DJ lineup representing several of the nations and a live performance by acclaimed Ghanaian artist Black Sherif.
Social media streamer Fanum and the Daily Paper collective (Jefferson & Abde) also joined as special guests.
“The culture of Football is what drives us, and this collection reflects that commitment. Equipping nations across four continents, with close to a quarter of all nations heading into this summer’s biggest competition wearing PUMA, we’re showing up at football’s biggest moment, reinforcing PUMA’s position as one of the leading brands in international football.
“Combining cutting-edge performance innovation with cultural identity, this collection unites technical excellence and the spirit that brings nations together on the world’s biggest stage”, said Dominique Gathier, PUMA Vice President Teamsport.
With up to 11 nations potentially wearing PUMA on the international stage this summer, the company goes into this summer’s tournament strongly. PUMA’s African partner federations, featuring Ghana, Senegal, Côte d’Ivoire, Morocco, and Egypt, is the most prominent in the upcoming tournament.
This launch also signals broader momentum for PUMA’s work across the continent, with Morocco among the markets where the brand’s connection to federation, players, and culture continues to deepen through meaningful local activations.
PUMA has dressed football legends including Pelé, Eusébio, Maradona, Cruyff, and Matthäus, and that rich archive heritage is woven into the DNA of every kit unveiled at the event.
Building Momentum Across Africa
PUMA continues to invest in football across the African continent, with an upcoming moment planned in key markets including Morocco. These activations will further strengthen connections with players, federations, and communities, reinforcing the brand’s long-term commitment to African football.
The 2026 collection will be available from March 24th, featuring ULTRAWEAVE technology and dryCELL fabric across all jerseys. Replica kits are produced through RE:FIBRE as part of PUMA’s commitment to responsible innovation.
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