Video: How did the partnership with Neymar Jr. “open doors” for PUMA beyond the sports market?

The brand’s CEO and the company’s project leader discuss new collaborations with Fortnite and Red Bull following the “Neymar Jr. effect” and talk about what’s new for 2022

Creating new business opportunities is a daily challenge for any entrepreneur, whether in Brazil or abroad. NR Sports, the company that manages Neymar Jr.’s public image, and PUMA are a good example of a successful partnership that extends beyond the two companies’ reputations in the global market.

In an exclusive interview (WATCH) In an interview with nrsports.com.br, the CEO of the German brand, Bjørn Gulden, reveals that Neymar Jr.’s presence in the PUMA family has attracted new athletes and collaborations. “For me and for PUMA, Neymar Jr. is one of the biggest personalities in global sports. He’s one of the greatest players of all time. Obviously, having him as a partner opens many, many doors,” he notes.

VIDEO: Bjørn Gulden also spoke about what it’s like to work with Neymar da Silva Santos, his first contact with the Brazilian star, and the behind-the-scenes story of the creation of the Future Z soccer cleat, which was designed for Neymar Jr. even before he signed with PUMA.

“The collaboration with Neymar has opened many doors because it has made our brand even more appealing to consumers, of course, but also to all players and partners. So far, our relationship with Neymar Jr. and the entire Neymar family has been extremely positive for us,” adds Bjørn Gulden.

Fortnite, Red Bull…

There is no shortage of examples illustrating how PUMA has reached new market segments in such a short time. NR Sports and Neymar Jr. served as the link that enabled the German brand to enter the world of gaming and also expand its global exposure at the world’s largest amateur 5-on-5 soccer tournament.

“Our collaboration with Fortnite, where we added a PUMAxNJR map to the game, is a great example of this. We’re working alongside Neymar and other sponsors to find synergies and support whatever we can—such as Red Bull’s Neymar Jr’s Five tournaments. Many of our ambassadors have already expressed their desire to have him join the PUMA Family and are eager to team up with him on future projects,” said Clément Lacour, PUMA’s special projects lead for Neymar Jr.

2022: PUMA + Neymar Jr. + Batman

PUMA is already planning an exciting lineup for 2022. First up is a collaboration with DC Comics, owner of the Batman franchise. The comic book character has been one of Neymar Jr.’s inspirations since childhood, and exclusive products featuring him will be available soon.

“We’re working on a lot of things together, such as the launch of the PUMA x Batman collection, which Neymar Jr. will endorse. We have some really cool products coming out throughout the year, including a very bold sports-style design. We have a very exciting collaboration with one of PUMA’s leading American ambassadors, and I can’t wait to reveal the cleats that Neymar Jr. will wear at the World Cup in Qatar,” added Clement.