PUMA Celebrates Portugal’s Football Passion With New ‘Por Amor à Camisola’ Hero Film Ahead of Summer Tournament
Cape Town, South Africa – Global sports brand PUMA has unveiled its latest hero film, Por Amor à Camisola (For the Love of the Shirt), a heartfelt celebration of Portugal’s deep-rooted passion for football ahead of this summer’s biggest international tournament.
The new campaign showcases how football transcends sport in Portugal, bringing communities together and momentarily stopping the nation as fans rally behind the Seleção on the world stage.
PUMA Captures Portugal’s Unique Football Culture
Told through the lens of a live television news broadcast, the film takes inspiration from one of Portugal’s most memorable media moments — when politician Pedro Santana Lopes famously walked out of a live interview after television coverage switched to José Mourinho’s arrival in Lisbon.
Using humour and cultural references, Por Amor à Camisola highlights the extraordinary influence football has on everyday life in Portugal.
From weddings and family homes to schools, public spaces, and local football pitches, the campaign follows ordinary citizens proudly showing their support for the national team as tournament fever spreads across the country.
Football Unites a Nation
The hero film demonstrates how football serves as a powerful symbol of national identity.
Whether watching matches with family, gathering in public spaces, or celebrating victories together, the campaign captures the emotional connection millions of Portuguese fans share with their national team.
PUMA says the campaign reflects its broader commitment to creating culturally relevant experiences that connect with football supporters worldwide.
PUMA’s Growing Global Football Presence
According to Dominique Gathier, Vice President of Teamsport at PUMA, Portugal represents an important part of the brand’s international football strategy.
“Before football becomes a global spectacle, it is rooted in local identity, and that’s where PUMA shows up. Our ambition is to strengthen PUMA’s presence by delivering culturally relevant activations that connect with fans on an emotional level.”
PUMA currently supplies kits and apparel for 11 national teams across four continents, reinforcing its position as one of football’s leading sportswear brands.
Part of a Larger Global Tournament Campaign
The launch of Por Amor à Camisola forms part of PUMA’s worldwide football activation strategy celebrating local cultures on the global stage.
Key Campaign Highlights Include:
- National Team Home and Away Kit Launch Event in New York
- Global Federation Showcase Featuring 11 National Teams
- Launch of the PUMA x Salehe Bembury ‘TRVL WEAR’ Collection
- Upcoming NITRO Lab Experience in Los Angeles
- Grassroots Community Football Pitch Initiative in Portugal
These initiatives are designed to connect football culture, fashion, performance innovation, and community engagement throughout the summer tournament season.
PUMA x Salehe Bembury ‘TRVL WEAR’ Collection
Following the national team kit launch, PUMA introduced the highly anticipated PUMA x Salehe Bembury TRVL WEAR Collection, blending premium streetwear aesthetics with high-performance sportswear.
The collection features unique visual identities tailored specifically for each national federation represented by PUMA during the tournament.
Supporting Grassroots Football in Portugal
Beyond global marketing activations, PUMA is also investing directly in local football communities.
The company has announced a dedicated community pitch initiative in Portugal aimed at supporting future generations of players while preserving the country’s rich football heritage.
The initiative reinforces PUMA’s commitment to growing the game at every level — from international tournaments to local neighbourhood pitches.
Where to Watch ‘Por Amor à Camisola’
Football fans can watch Por Amor à Camisola (For the Love of the Shirt) now on PUMA’s official social media channels.
The campaign serves as a reminder that football is more than a game in Portugal — it is a shared passion, a cultural identity, and a source of national pride that unites millions.
As anticipation builds for the summer tournament, PUMA’s latest film captures the spirit, emotion, and unwavering support that define Portuguese football culture.
