Showtime in Lisbon:
PUMA Teamsport Summit
2025
PUMA Takes Top Retail Accounts to Portugal
February 21, 2025PUMA Takes Top Retail Accounts to Portugal
February 21, 2025From February 10th–13th, our Teamsport BU hosted 150 guests from 42 top retail partners across 20+ countries at the Teamsport Summit in Lisbon. Partnering with the Portuguese Football Federation (FPF), we showcased our latest innovations, revealed exciting product pipelines for SS26, and delivered unforgettable brand experiences.
The Teamsport Summit is our main event to bring in key accounts to introduce the newest products and generate buzz around the Teamsport lineup for the upcoming seasons. Over three days, we showcased our product innovations, celebrated our partnerships and connected with industry leaders.
“This was our biggest and best summit yet! Everything ran perfectly, our guests were very impressed, and the excitement around our SS26 lineup was great. A resounding success for all involved.”
This year, with the biggest football event ever on the horizon, the summit had one key focus: the 2026 FIFA World Cup in the USA, Canada, and Mexico. Our Teamsport experts guided partners through our latest SS26 football innovations, including boots, national kits, club wear, teamwear, and balls. The response? Absolutely electric! Guests from top accounts such as Intersport, Sport 2000, 11teamsports, unisport, soccer.com and Zalando were enjoying every moment of the experience.
A Summit Full of Highlights
“The first day was packed with excitement! After the morning presentations, we visited the Portuguese national team campus for an exclusive behind-the-scenes look at their training grounds. But the best was yet to come!”
Beyond product showcases, our 150 guests were treated to an unexpected highlight— they had the chance to witness Borussia Dortmund’s thrilling 3-0 victory over Sporting Lisbon in the Champions League first leg — live from the stadium! The surprise was met with great enthusiasm, and turned the Teamsport Summit into an unforgettable experience.
Matthias Bäumer announcing
the Surprise!
The next morning, the BVB returned the favour as Matthias Bäumer welcomed Borussia Dortmund’s Managing Directors, Carsten Cramer and Lars Ricken, to the Teamsport Summit stage. Their visit underscored our long-standing partnership and added another memorable moment to the event.
To cap off an unforgettable summit, PUMA Athlete Dani Carvajal stopped by on stage, sharing invaluable insights in an inspiring Q&A session. He shared his winning mindset—stay hungry, set new goals, and keep pushing forward—emphasizing that resilience is key in sports and business, where success is a marathon, not a sprint.
Carvajal’s visit didn’t end there—he also stayed to join our guests for the closing dinner, making the final night of the summit a true highlight.
A Blast from the Past to Celebrate the Future
Mr. PUMA, Helmut Fischer, marked a historic moment by gifting a pair of PUMA KING Eusebio boots to the Portuguese Football Federation’s new museum. Originally developed by Rudolf Dassler for Eusébio ahead of the 1966 World Cup, the PUMA KING became an icon, worn by legends like Pelé, Cruyff, Maradona, and Matthäus, fitting.
“The Teamsport Summit was one of the best meetings of my 47 years at PUMA: Perfect organization, strong presentations, and a very special moment—the handover of the PUMA KING Eusebio to the new PFP football museum. A piece of football history that is still alive today!”
This symbolic gesture at the Teamsport Summit highlighted PUMA’s deep-rooted football heritage while celebrating an exciting new chapter with Portuguese football.
“PUMA can truly be proud to welcome such a great partner to the #PUMAFam.”
Building Momentum for 2026
With the World Cup around the corner, enthusiasm for our product pipeline was at an all-time high. Above all, the national kits for 2026 and the new World CupFootwear Pack received special praise.
"The feedback was fantastic—our partners were especially excited about our product range and marketing plan for the World Cup 2026. It was an incredible opportunity to deepen connections with our top accounts."
Huge congratulations to our Teamsport BU for delivering an outstanding event, fostering authentic connections and, creating unforgettable brand experiences.
Here’s to an action-packed 2026, filled with innovation, collaboration, and strong partnerships that elevate the game for PUMA in football ⚽️.
Our CEO, Arne Freundt, sounds excited!
