O Fluminense Football Club ea PUMA Brazil this Thursday, they officially announced a five-year partnership for the supply of sports equipment. To celebrate the beginning of this historic union, the club and the brand present the new HOME (tricolor) and AWAY (white) uniforms for the season with the “Bendita Armadura” campaign, which features a film narrated by rapper Filipe Ret extolling the unshakable faith of the tricolor fans.
The agreement includes the complete supply of men’s and women’s clothing, footwear and accessories for football and Olympic sports. Training and travel products complete the line. The debut of the new uniform will take place on January 5th, at the 2026 São Paulo Junior Football Cup, in a match against Água Santa-SP.
The union symbolizes the meeting of values and vision of the future between two historic brands in world sport. With a wide range of its own stores, authorized channels and highly efficient e-commerce, PUMA is here to guarantee tricolor fans a complete experience of access to official products.
“This partnership is an honor, which places us alongside one of the biggest brands in the world and reflects the club’s excellent work, resulting in the fields and growth of stores that have caught the market’s attention. We have very good expectations of what lies ahead with PUMA”, says the president of Fluminense, Mattheus Montenegro.
In addition to the quality of the products, which feature the best technologies and innovations on the market, Fluminense saw PUMA as an opportunity to connect even more with its fans, an essential pillar for the club.
“Football is a strategic category for PUMA and has been in our DNA since we were born, with the mission of breaking records in the sport. Having at our side a century-old club like Fluminense, which combines vanguard, achievements and passion, strengthens our presence in football and expands the brand’s purpose within the sport”, says Charlie Gagliardi, CEO of PUMA Brasil. “We are focused on a long-term project that delivers excellence and high performance, respecting the tricolor tradition while building, together, the next chapters of this success story”, he concludes.
Blessed Armor
The launch campaign explores the sacred, relying on an aesthetic that refers to rituals, gestures of faith and the solemnity of wearing the three colors that reflect the club’s tradition. To set the tone for the action, the film’s manifesto features the voice of rapper Filipe Ret, a passionate fan, who translates into his narration the feeling of those who live in the stands.
“PUMA’s history in football has always been guided by valuing the connection between the club and its fans. In Fluminense we found something that goes beyond passion. That’s why the ‘Bendita Armadura’ campaign was created to honor this unshakable faith, and having Filipe Ret narrating this feeling makes everything even more legitimate”, said Luciana Soares, marketing director at PUMA Brasil.
The choice of Puma to dress Fluminense teams and fans is another step in the club’s brand positioning, which expanded its international presence, especially after participating in the 2025 FIFA Club World Cup.
“We are very happy to have reached an agreement with PUMA. In recent years, we have dedicated ourselves to investing in the store expansion project, reformulating e-commerce and were looking for a brand with a network of its own stores to support the project. In addition to strengthening us commercially, PUMA brings us the international weight of its brand, design, technology and a product offering that expands sales potential”, says Fluminense’s marketing director, Ronaldo França.
About HOME and AWAY uniforms
For the first year of the partnership, PUMA sought to balance the brand’s innovative DNA with maximum respect for the club’s history. The colors were slightly adjusted, bringing a darker and more classic shade of maroon, giving elegance and weight to the pieces.
On the shirt HOMEincreased the number of vertical stripes, dating back to a model used around 50 years ago. The “V” collar offers a modern touch to the piece, with a sign-off on the back of the neck with the phrase “Resounding of Glories”, connecting the uniform directly to the club’s anthem and achievements.
The uniform AWAY It is predominantly white and brings historical references with a contemporary touch. The sleeves have two stripes (one green and one maroon) in rubberized heattransfer, inspired by the number two uniform from 1952. The visual difference is an abstract art applied in embossing (relief technique) on the front. The crew neck collar brings contrast, being maroon on the front and white on the back, where there is also a small tricolor flag. The sign-off on the back exalts the fans’ passion with the phrase: “Amor Igual Não Se Viu”.
“We brought PUMA’s elite global technology into Fluminense’s tradition. The result is a collection that respects the club’s classic aesthetics, but with a touch of modernity and performance that current football demands”, explains Luciana.
PUMA and Fluminense offer three different versions of the shirts: Player, Fan and Stadium, with different details, technologies and finishes to meet fans’ different price expectations. The Player shirt is exactly the same product used on the field by players. The Fan and Stadium models arrive at more affordable prices, with small changes in fabric and finish.
In line with the brand’s global direction, the fabrics used in the HOME and AWAY versions, in addition to the goalkeeper version, are produced with 100% recycled polyester. All versions feature dryCELL technology, which keeps the skin dry and comfortable, removing moisture from the body.
The first collection of the partnership between Fluminense and PUMA will be available from January 7th, in the club’s official stores, at PUMA and in PUMA physical stores. Prices vary according to each version: “Player” costs R$599.99 from size S to adult EGG; “Totoredor” costs R$ 429.99 from size S to adult EGG; children’s, from sizes 8 to 16 for R$ 369.99; The “Stadium” model costs R$299.99, in sizes P to adult EGG.
PUMA
PUMA is one of the world’s leading sports brands that designs, develops, sells and markets footwear, clothing and accessories. For over 75 years, PUMA has driven sport and culture forward, creating products for the world’s fastest athletes. The products bring performance and sport inspired by the lifestyle of categories such as Football, Running and Training, Basketball, Golf and Motorsport. PUMA collaborates with renowned designers and brands, bringing sporting influences to street culture and fashion. The PUMA group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 20,000 employees worldwide and is headquartered in the city of Herzogenaurach, Germany. For more information, visit www.puma.com.
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