While competitors are launching massive media campaigns ahead of the World Cup, PUMA made itself stand out by taking it to the streets. WIGZ, the creative studio connecting brands to culture across fashion, sports, music, and art, and Puma launched a day-long celebration across New York City, with AC Milan and United States Men’s National Team star, Christian Pulisic, and KidSuper.
The celebration was rooted in the fact that football has evolved beyond the stadium and lives in the streets, in the neighbourhoods, and with the creative communities shaping the culture around the sport (an observation that it shares with adidas and Nike).
The day kicked off with a Fulton Street takeover in South Seaport, featuring a public fan celebration highlighting Pulisic’s famous tiger tattoo goal celebration through a visual installation of Pulisic and fans alike. The festival-like atmosphere included food vendors and a New York City street band, free-style footballers, gifting of a special Pulisic signature tattoo sleeve, and other live programming throughout the afternoon.
The celebration then moved to KidSuper Studios in Brooklyn, where Pulisic joined designer, Colm Dillane, to unveil a brand new PUMA ULTRA boot collaboration, inspired by Pulisic’s personal mindset and creative vision. The boot blends high-performance innovation with handwritten design details and artistic elements intended to reflect the evolving intersection of football, fashion, and culture. Pulisic will be seen wearing the boots in the upcoming tournament this summer, and it is available in limited quantities for adults and kids on PUMA.comat and the KidSuper retail store in Brooklyn.
The pair also hosted a rooftop tournament featuring local New York City footballers and members of KidSuper’s league, bringing together the next generation of players and creators in the spirit of community and competition. The day concluded with an emotional farewell from Pulisic’s friends and family.
Meanwhile Nike’s World Cup “Universe of Football” has kicked off with a Palace Skateboards and England team collab (one of many, apparently) – and actor, Wayne Rooney, reciting part of a soliloquy from Shakespeare’s Richard II, dressed in an England x Nike x Palace varsity jacket with Elizabethan ruff and holding a skull with a red cross. The dramatic film, directed by Stink Studio directing duo, Burnermunde (Mustafa “Musti” Mohamoud and Arran Ashan), appeals to English pride, tracing the history of English football fandom.
… and adidas continues to wow the world with its Mark Molloy directed film, Backyard Legends, starring Timothée Chalamet – a story about neighbourhood football lore:
