The campaign pays homage to Primeira and Segunda Academia, teams that marked the 1960s and 1970s, in addition to exalting the team of the current era.
Puma Brasil and Palmeiras presented the club’s new uniforms for the 2023 season, entitled HOME and AWAY, which were created to honor the Academies that marked the history of the club alviverde paulista.
In the “Bem-Vindos Terceira Academia” campaign, the brand and the club pay homage to Primeira and Segunda Academia, teams that made their mark in the 1960s and 1970s, in addition to exalting the current team, named Terceira Academia, which carries the endorsement of Ademir da Guia, one of the main idols of Palmeiras and who was present at the first two Academies.
With our new campaign, we seek to honor the idols of the past and, at the same time, reaffirm the idolization and importance of the players in the current squad. Bringing Ademir da Guia to the campaign, the ultimate symbol of past generations, was the fairest and most concrete way we found to endorse and make the Third Academy of Sociedade Esportiva Palmeiras official once and for all, said Everaldo Coelho, Marketing director at Palmeiras.
The piece draws a parallel between the teams from the 60s and 70s and the squad commanded by coach Abel Ferreira. Derived from Puma’s new “Forever Faster” concept, which establishes a relationship between history and the future, the launch film features scenes of Ademir da Guia in action and Dudu, superimposed by images of the current team, showing how these different generations of players built the history of Sociedade Esportiva Palmeiras.
The strength of this campaign lies in the union between past and present; players and fans; technical committee and board; Palm trees and Puma. We reaffirm the work we are developing to honor one of the biggest clubs in Brazil. We are a Forever Faster brand that, like Palmeiras, has an important and successful legacy, but when we look to the future, we see even more possibilities to write new achievements together, said Sebastian Diaz, CEO of PUMA Brasil.
HOME e AWAY
The HOME uniform, which will remain as the first uniform, makes direct reference to the Second Academy of Palmeiras, inspired by the 1973 shirt, the year in which the club won the Brazilian Championship.
The shirt features a straight collar and ribbed cuffs, replicating the 1973 pattern, but with neon green collars and cuffs. The print is due to a sublimated application of a star to honor the club’s recent achievements. The debut of the HOME shirt will take place this Saturday, during the Brazilian Super Cup this Saturday (28).
The second uniform, named AWAY, is aimed at games away from Allianz Parque, and has a direct connection with the supporters, inspired by the symbology used on Palmeiras match days, such as banners, pennants and flags.
Through our campaigns, we always seek to value the club’s history as much as possible and we can be proud to say that we are part of a small, but important and successful period of this history. Nothing is fairer than celebrating this chapter through the new uniform, referencing not only past and present idols, but also the fans that embraced us from the beginning, said Luciana Soares, Marketing Director at PUMA Brasil.
In addition, the 2023 season marks the first time that PUMA and Palmeiras bring to the market three different versions of the Player, Torcedor and Estádio shirts that have different details, technologies and finishes to meet the different expectations of the fans.
“The 2023 collection was conceived as a way of honoring the past, but without losing sight of the present and the future built with the competent work that we have been developing in recent years. In partnership with Puma, we manage to combine technological products with options that meet to our supporters’ wishes and expectations, completed Palmeiras president Leila Pereira.
