Cape Town, South Africa, 8 June, 2026 — As anticipation builds for the world’s biggest football stage, global sports brand PUMA has unveiled its latest hero film, Por Amor à Camisola (For the Love of the Shirt). The film explores the Portuguese football passion, capturing how the national team has the power to momentarily stop the country and bring an entire nation together.
Framed through the lens of a live news broadcast, the film is a satirical play on a classic, iconic Portuguese TV moment: the day politician Pedro Santana Lopes famously walked out of an interview after being interrupted by live coverage of José Mourinho’s arrival in Lisbon.
Por Amor à Camisola follows a wave of spontaneous moments happening across Portugal as citizens from all walks of life proudly show their support for the Seleção. From homes and public institutions to weddings and amateur football matches, the narrative highlights how football seamlessly embeds itself into everyday life during major tournaments, transforming ordinary spaces into collective celebrations.
“Before football becomes a global spectacle, it is rooted in local identity, and that’s where PUMA shows up. At this tournament, we are proud to equip 11 national teams across four continents, with Portugal representing an important part of that global footprint,” said Dominique Gathier, VP of Teamsport at PUMA. “Our ambition is to strengthen PUMA’s presence by delivering culturally relevant activations that connect with fans on an emotional level. By tapping into Portugal’s unique football heritage, we are celebrating a shared passion that shapes identity both on and off the pitch.”
The launch of Por Amor à Camisola is part of a broader global activation strategy celebrating local identity on the world stage. This summer campaign kicked off in March with the national team Home & Away kitsevent in New York, bringing diverse communities together to showcase performance kits across all 11 national teams.
This was followed by the May unveiling and June 4th launch event for the PUMA x Salehe Bembury ‘TRVL WEAR’ collection, which merges high-performance sportswear with high-end streetwear to deliver bespoke visual codes for each federation.
Looking ahead to early-and-mid June, the brand’s momentum shifts to Los Angeles, where the NITRO Lab will host a special experience for a major new shoe launch and an exhibition of concept designs. Concurrently, PUMA will ground these movements back into grassroots football by executing a dedicated community pitch initiative directly in Portugal, ensuring the sport’s rich heritage continues to thrive beyond the stadium.
Por Amor à Camisola is available to watch on PUMA social channels.