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
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The global animal welfare organization Vier Pfoten and the Fur Free Alliance, initiator of the European Fur Free Initiative, welcome Puma as a prominent partner in the circle of fur-free companies. Although the brand currently has no fur products in its range, the company reaffirms its rejection of fur products by joining the international Fur Free Retailer Program. As one of the largest sporting goods brands in the world, Puma thus aims to help raise awareness of animal welfare and exert a positive influence on the industry.
"Puma has been working in the field of sustainability for more than 20 years. In addition to focusing on human rights, climate protection and the circular economy, our biodiversity goals already included endangered species and their habitats. With the introduction of Puma's Animal Welfare Policy in 2021, we took an important step to ensure that animals are treated humanely along our supply chain. We are constantly developing new innovative materials that help us eliminate the use of animal skins. That's why we joined the Fur Free Retailer Program and stopped using kangaroo leather this year," says Stefan Seidel, Senior Head of Corporate Sustainability at Puma.
The Fur Free Retailer Program is a global initiative to connect fur-free businesses with customers looking for ethically made products.
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From Akanji to Sommer to Xhaka, the limited edition includes 10 red player sweaters and one blue goalie sweater. Every detail was taken care of during production - even the special shoulder cut was transferred to the 11 individual pieces, which were made by a Swiss company specializing in knitwear.
The sweater could be won during Switzerland's opening match against Cameroon. Simultaneously with the kick-off at 11 am, the sweepstakes started on Instagram and on Facebook.
Responsible at Ochsner Sport: Marco Greco (Head of Marketing), Patrizia Fiechter (Team Leader Classic Communication), Paddy Käser (Team Leader Content & Social Media), Nadine Holder, Christopher Landert, Jan Schmitter (Content & Social Media). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Lukas Amgwerd (Creative Direction) Maira Weidmann (Text), Luca Stancheris, Lukas Frischknecht (Art Direction), Andrea Bison (GF Consulting), Marie Vuilleumier (Consulting), Alexandra Niggeler (Project Management & Art Buying). External partners: Jensen + Heitz (Production), Laurids Jensen (Director & Photo), Stephanie Heitz (Producer), Nicolas Heitz (DOP).
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