Puma Brand Activation at Idaplatz: National Team Jerseys from the Trunk
In June, the Züri section transformed Zurich’s Idaplatz into a gathering place for soccer fans, music lovers, and street culture enthusiasts—with an unusual Puma brand activation centered on the new Swiss national team jerseys.
Puma Brand Activation Brings the National Team Spirit to the Streets
On Saturday, June 6, 2026, Idaplatz in Zurich became a gathering place for soccer fans, music lovers, and the local community. A one-of-a-kind Puma brand activation took place at the Calvados Bar, bringing together sports, culture, and the urban scene. According to the organizers, the atmosphere was a mix of soccer excitement, a family-friendly setting, and good weather—organized by the Hofmarschall agency on behalf of Puma.
At 6:00 p.m., the event kicked off around Idaplatz with a jersey sale: The Züri chapter brought the official Swiss national team jerseys right out onto the street. The shirts were sold by the participating artists from the trunk of a VW Golf repainted in the home jersey’s design—the crew drove this car directly from the Ochsner Sport warehouse to Idaplatz.
Album Sneak Peek and Live Giveaway as Highlights of the Puma Brand Activation
The musical highlight—and thus the finale of the event—took place at Le Calvados: An exclusive mini-concert featuring previews of the new album «PNDR» by local artists L Loko & Drini got the audience fired up for the live broadcast of the Switzerland vs. Australia friendly match that followed. Puma provided a special bonus on site: Five lucky attendees were able to win autographed Swiss national team jerseys from selected players in a live raffle.
According to the organizers, the unique sale of the shirts was very well received by visitors—after all, it’s not every day that you get to pick up Swiss national team jerseys right before a game and right in front of your favorite bar. The soccer and hip-hop communities came together, united by their love for Kreis Drei and Le Calvados.
Swiss Passport as a Design Template
The shirts’ appearance was also well-received: According to the press release, the jerseys were inspired by the design of the Swiss passport and symbolize identity and community. The home jersey features the passport’s cover with its characteristic topographic contour lines, while the away jersey showcases the design of the passport’s interior pages. A special detail: Under UV light, the logos on the chest of the home jersey glow neon red—a tribute to the high value placed on design and technology in Switzerland.
Contact at Hofmarschall (agency): Najla Becirovic
