Show up when the world is watching
How Dominique Gathier, PUMA’s VP Teamsport, views football, performance and World Cup 2026 as a milestone moment
May 27, 2026
PUMA will head into this year’s FIFA World Cup 2026™ as the supplier of 11 teams, the most since the World Cup in 2006. Ahead of the event, CATch UP sat down with Dominique Gathier to talk about ambition, emotion, and what it means to show up when the world is watching.
For Dominique, who has been with PUMA since 2006, the anticipation ahead of the World Cup is unmistakable. “I’m extremely excited on different levels,” he says. “Of course, as a football fan, but also from a business perspective. This will be the biggest World Cup ever.”
This year, he notes, marks PUMA’s strongest World Cup presence in 20 years. In 2006, 12 national teams wore PUMA, including world champions Italy. At the 2026 tournament, PUMA will equip 11 national teams. The lineup spans four continents, including Portugal, Austria, Czech Republic and Switzerland in Europe, Morocco, Senegal, Egypt, Ivory Coast and Ghana in Africa, as well as Paraguay in South America and New Zealand in Oceania.
The whole world will be watching as this tournament remains football’s most emotional stage. It’s where careers are defined and moments are created that stay with fans long after the final whistle. For the first time, three nations will host the competition, with FIFA expecting a record-breaking total attendance of more than five to six million fans in the stadiums and global TV audiences of up to five to six billion across the tournament.
The whole world will be watching as this tournament remains football’s most emotional stage. It’s where careers are defined and moments are created that stay with fans long after the final whistle. For the first time, three nations will host the competition, with FIFA expecting a record-breaking total attendance of more than five to six million fans in the stadiums and global TV audiences of up to five to six billion across the tournament.
“Football is culture first — that’s where PUMA shows up.”
– Dominique Gathier
– Dominique Gathier
PUMA approaches the World Cup with an understanding that football often unfolds beyond expectations and established hierarchies. Steal The Show reflects on those moments and people that aren’t driven by noise, but by emotion and presence, particularly in situations that fall outside the usual narratives of favorites and predictions.
“Before football becomes a global spectacle, it is a local culture,” he says. “That’s where PUMA shows up.” It’s a principle that guides how the brand engages with the game beyond the stadium.
“Our ambition is to strengthen PUMA’s global presence during the World Cup by delivering culturally relevant activations, elevating our national teams and global players, and showcasing our innovation and football heritage worldwide,” Dominique explains. For him, the tournament is a rare opportunity to connect with fans on an emotional level.
What allows PUMA to stand out, Dominique believes, is its long relationship with football itself. “From Pelé and Eusébio to Maradona, Johan Cruyff and Lothar Matthäus, PUMA has always been part of football’s most iconic moments,” he says. That heritage continues today through athletes who shape the game in their own way.
“Before football becomes a global spectacle, it is a local culture,” he says. “That’s where PUMA shows up.” It’s a principle that guides how the brand engages with the game beyond the stadium.
“Our ambition is to strengthen PUMA’s global presence during the World Cup by delivering culturally relevant activations, elevating our national teams and global players, and showcasing our innovation and football heritage worldwide,” Dominique explains. For him, the tournament is a rare opportunity to connect with fans on an emotional level.
What allows PUMA to stand out, Dominique believes, is its long relationship with football itself. “From Pelé and Eusébio to Maradona, Johan Cruyff and Lothar Matthäus, PUMA has always been part of football’s most iconic moments,” he says. That heritage continues today through athletes who shape the game in their own way.
“We are ready to steal the show.”
– Dominique Gathier
– Dominique Gathier
When it comes to kits, Dominique mentions Portugal. As reigning Nations League winners and one of the co‑favorites, he says he would like to see them progress deep into the tournament. Speaking about players, his focus turns to three names that reflect different chapters of the game. Christian Pulisic, captain of the host nation, represents experience, leadership and responsibility; German striker Kai Havertz and English attacking midfielder Morgan Rogers stand for a new generation of players shaping modern football; and, of course, there is global superstar Neymar Jr., who is once again returning to the world stage. And when asked about his dream final, Dominique adds with a smile: “I am French, so of course it would be Portugal against France.”
Underpinning everything is PUMA’s commitment to sports performance. The brand equips both its federations and its players with products designed to help them compete at the highest level. Central to that are the FUTURE, ULTRA and KING football boots, all part of the new SHOWTIME Pack with a new, unique colourway.
“As the World Cup approaches, the goal is clear: we are ready to steal the show,” Dominique concludes.
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