Before a single World Cup match kicks off this summer, PUMA brought the party to the people.
The global sportswear brand hosted a community activation on March 31 outside Mercedes-Benz Stadium at 285 Marietta St. NW, ahead of the United States vs. Portugal friendly. More than 200 fans turned out to celebrate Portuguese football culture and get a look at PUMA's 2026 Portugal National Team kit.
The event featured live music from Portugal-based DJ Firmeza, who was flown in for the occasion. Attendees got free pastel de nata from Nata Atlanta, sardines imported from Portugal, merchandise giveaways, and access to an on-site jersey personalization truck.
"We're trying to promote the kit itself for Portugal, but also create an environment for Portuguese fans to come out and just celebrate the World Cup starting here in the U.S.," said Colin Davis, senior producer at De-Yan, the creative production company that organized the event. "We really wanted to create a community-driven space."
The response exceeded expectations. A line formed early, and the energy stayed high throughout. It's a preview of the kind of international activations Atlanta can expect as the city prepares to host World Cup matches at Mercedes-Benz Stadium beginning in June.