Allez, le Portugal !
From community pitches to the global stage – see how PUMA works together with the Seleção
18 juin 2026
This summer, PUMA debuts with Portugal on the world’s biggest stage. But the brand’s history with the country goes back much further, to the legendary Eusébio in the early 1960s. Find out more below about this joint history and how PUMA makes Portugal look their best this year.
Built on Golden (Boot) heritage
One of the most iconic names in Portuguese football history is Eusébio, and he was a proud PUMA ambassador. His blistering power came to a head at the 1966 World Cup quarter-final. Scoring four goals within 24 minutes, his team came back from three-nil down to beat Korea DPR. Though they lost in the semi-final, Eusébio totalled nine goals and won the Golden Boot. 
Shortly after, PUMA launched the KING EUSÉBIO boot, marking the beginnings of one of PUMA’s most iconic products that continues its reign today.
The evolution of Portugal’s kit
Portugal’s 2026 kit might still be red and green, but much has evolved since.Elite-level performance now means leveraging technical properties of materials down to the fibre. This summer will see Seleção das Quinas pull on shirts made of PUMA’s light ULTRAWEAVE; a high-tech performance fabric engineered for unrestricted movement.
“We’ve pushed our performance innovation further than ever before, but the soul of each design comes from the people who wear it”
– Maria Kiebacher, PUMA Director Product Line Management Teamsport Apparel
– Maria Kiebacher, PUMA Director Product Line Management Teamsport Apparel
Ignited by a nation’s energy
Footballers are athletes who wear their hearts – and their heritage – on their sleeves. But their jerseys also unite a whole community, from grassroots teams and local legends to all the fans in Portugal and around the world.
https://www.youtube.com/07PYccbcp2E
It’s this feeling of ownership that PUMA championed with its community pitch activation in Lisbon, Portugal. June 14th saw a neglected neighbourhood pitch refurbished and returned to the community. It was officially relaunched together with 10 local teams, each competing for tickets to watch Portugal live.
As PUMA’s VP Teamsport Dominique Gathier put it in a recent interview with CATch UP:
“Le football, c'est d'abord la culture - c'est là que PUMA se montre.”
Woven from the waves: Portugal’s Home Kit
Since the revolution of 1911, the team has played in its iconic deep red and vibrant green: colours representing courage, hope, and progress. PUMA has anchored this traditional palette to the country’s most defining geographical feature: its coastline.
The iconography is rich in metaphor: a team ready to make waves on the biggest stage. But its symbolism is fathoms deep. Fearless spirit and maritime roots are part of Portuguese identity – and PUMA faced the challenge of conveying them. It begins with the wave graphics embossed across the kit’s pieces.
“While embossing itself is not a new technique, its use at this scale, flowing continuously from the jersey down onto the shorts, creates a bold yet sophisticated visual identity, delivering a level of execution that has not previously been seen on a World Cup kit.”
– Nick Willems, PUMA Kit Designer
– Nick Willems, PUMA Kit Designer
The nautical narrative is integrated so deeply into the design that PUMA even created custom elements.
“We created a bespoke typeface for Portugal to further express the overarching sea narrative, with subtle wave details integrated into the upper part of each character.”
– Nick Willems, PUMA Kit Designer
– Nick Willems, PUMA Kit Designer
Up close, the premium craftsmanship is clear. Take the 3D-welded federation crest:
Hues chosen for their likeness to the richness of real gold
Gloss effect enhances the sense of depth in the red sections
Subtle sea-wave detail lifts the main white section, extending the sea narrative into even the smallest design elements
A Turning Tide: Portugal’s Away Kit
The striking white and lagoon colourway of Portugal’s away kit, with a bold and sweeping V-graphic, is grabbing attention across the footballing and fashion worlds. 
Portuguese legend Quaresma already donned it with pride at its high-profile street unveiling in New York City.
Allez, le Portugal !
PUMA’s unique blend of heritage, high-concept narrative, and elite performance engineering is exactly what the athletes need during the high-pressure environment of a World Cup campaign.“I am incredibly proud to be part of the squad that will defend Portugal’s colors at the World Cup, for the second time. Playing in a World Cup is the pinnacle of any footballer’s career. I feel in excellent physical and mental shape to help our national team bring great joy to all Portuguese people.”
– Diogo Dalot
– Diogo Dalot
PUMA is dressing nearly a quarter of this year’s World Cup teams. Now, when you see Portugal’s team stride out of the tunnel, you’ll have an insider’s view on how their heritage is woven into their jerseys – and the passion behind the cry Vai Dar Portugal!
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