FIFA WORLD CUP 2026 | All Federations Global Campaign
11 Nations. One Campaign.
How Puma launched the FIFA 2026 World Cup with a single idea that belonged everywhere.
In a Nutshell
I led the global campaign strategy and creative direction for Puma's FIFA 2026 World Cup launch, coordinating a 360° activation that had to feel locally rooted and globally unified at the same time.
The strategic challenge wasn't making one great campaign. It was making 11 campaigns that felt like one. Every federation had its own identity, its own fanbase, its own cultural context. The work was finding the idea, "For The Love Of The Shirt", that was true for all of them, then building a platform flexible enough to let each nation own it.
Creative Direction
The concept captures fans playing street football on raw, backyard-style pitches that reflect the spirit of their nation. Each scene draws inspiration from the design of the federation’s kit, transforming ordinary spaces into personal arenas.
Product Only
Close-up detail shots that highlight the textures, craftsmanship, and unique identity of a few selected jerseys.
The Film (Portugal Only)
The mood video brings Portugal’s kits to life, blending heritage and motion.
Featuring players such as Cristiano Ronaldo, Bernardo Silva, and Rafael Leão, the Home kit flows in deep red with wave patterns inspired by the Atlantic, while the Away kit’s teal waves over white reflect Portugal’s maritime spirit and dynamic football.
Bold, fluid, and cinematic, the visuals capture the story behind the kits.
E-Com & In Store
Let’s have a deeper look at how we have developed the consumer journey in our retail/trade channels. From strategy to execution.
E-Com: Consumer Journey Desktop
The journey begins on the home page, the digital storefront, then progresses to the category page for product navigation, moves to the product page highlighting key items, and concludes on the detail page, where shoppers explore features and make a purchase.
In-Store: Category Area Conversion
Product details, features, and benefits are succinctly presented, with a visual progression of the campaign that seamlessly guides consumers to the landing page. Integration with .com and app platforms is included where relevant.
Consumer Experience
The event Rolling Nations brought football, culture, and community to the streets of New York City, US, with 11 trucks celebrating each nation and its diaspora. Guests experienced interactive games, giveaways, and product reveals, while 4v4 matches featured community players alongside legends Ricardo Quaresma and Asamoah Gyan.
Music, live performances by Black Sherif, DJ sets curated by PUMA, local artist collaborations, and authentic cuisine created a vibrant celebration of national identity across Portugal, Ghana, Paraguay, Senegal, Côte d’Ivoire, Czech Republic, Switzerland, Morocco, New Zealand, Austria, and Egypt. All designed to let communities take center stage and own the spotlight.
OUTCOME
👥 10k visitors on the day, with an average dwell time of 18 minutes
📱 26M social impressions on owned channels, with 15% engagement (vs. 10–11% avg.)
🎥 26k peak live viewers on Fanum’s stream
🗞️ 2k+ press articles covering the event
📺 ~2h of TV coverage via video distribution
Social Media Outcome
OWNED MEDIA (Puma Channels)
32 Posts
26M Impressions
1.5M Engagements
15% Engament Rate
SHARED MEDIA (Federations, Partners & Creators)
47 Accounts activated
171 Total Posts
63M Impressions
1.3M Engagements
6.9% Engament Rate
TOTAL IMPACT (All Channels)
203 Posts
89M Impressions
2.8M Engagements
15% Engament Rate
HIGHLIGHTS
Earned Media Outcome
The PR strategy has also overdelivered in less than 20 days. From TV to Podcasts, it was a big hit.
55 on-site interviews
2125 Articles/Mentions
34.1M Impressions
23.3M Reach
563K PR Value
94,5% Neutral & Positive Sentiment
Closing Insights
What this campaign taught me is that scale doesn't dilute meaning, it tests it. An idea that only works in one market was never really an idea. "For The Love Of The Shirt" worked in Accra, Lisbon, Casablanca, and New York because it was rooted in something universal: the emotional relationship between a player and their jersey.
That's the kind of strategic clarity I bring to every brief, not a campaign that travels, but an idea that belongs everywhere it lands.