After launching its first brand campaign in 10 years back in April—”Forever. Faster. See the Game Like We Do.”—Puma split it off especially for Copa América, with a focus on Pulisic and Neymar da Silva Santos Júnior, who each have special Copa América collections for the brand.
Puma has activations in Miami, New York, Los Angeles and Houston throughout the tournament that include community runs, viewing parties and player appearances. Puma also has a number of athletes in action, including Team USA’s Weston McKennie and Yunus Musah; Uruguay’s Luis Suarez and Jose Maria Gimenez; and Paraguay’s Miguel Almiron and Julio Enciso.
Degree
An official Conmebol and Copa América partner, Degree used Pulisic to anchor its “Bring the Heat” campaign of ads and store and stadium placements. Focusing on its vaunted 72 hours of uninterrupted antiperspirant protection, the campaign also featured a sweepstakes offering fans tickets to games for displaying solidarity with their side.
Though Pulisic was heavily featured in Degree’s U.S. ads, the brand also linked itself to player ambassadors, including Mexico’s Santiago Giménez, Argentina’s Julian Alvarez and Brazil’s Vinícius Junior.
Volkswagen
The German automaker teamed with creative agency Johannes Leonardo to celebrate Volkswagen’s 75th anniversary, its partnership with U.S. Soccer and Copa América’s lead-in to the 2025 FIFA Club World Cup and the 2026 FIFA World Cup with a campaign that dubs the United States the “Home of Soccer.”
Though Team USA’s first-round struggles indicate otherwise, Pusilic, his predecessor Landon Donovan and Emily Spreeman of the U.S. Women’s Deaf National Team make their case in both a series of ads and a social-heavy program that saturated Volkswagen’s YouTube TikTok and Facebook channels and got fans involved on Instagram.
Truly Hard Seltzer
The official hard seltzer of U.S. Soccer teamed with Goodby Silverstein & Partners and Golin to launch two creative campaigns with help from U.S. players Weston McKennie and Tyler Adams.
