Palmeiras — Un club di immigrati

Palmeiras is a Brazilian football club with deep Italian roots, founded over 100 years ago by members of São Paulo’s Italian community. While the club now boasts a massive fanbase of over 16 million supporters spread across every state in Brazil, its European heritage remains a central part of its identity, with "Italianism" heavily influencing its branding and communication.

The new Puma Palmeiras kit tells a story worth celebrating. Its intricate pattern is inspired by the immigration cards given to Italians upon their arrival in Brazil. But this time, we shifted the focus. Instead of emphasizing the word "Italian," we highlighted "Immigrant"—a word that defines Brazil itself, a nation where nearly everyone has roots from somewhere else.

To bring this to life, we traveled across Brazil, uncovering Palmeiras fans in the most unexpected corners. We captured their passion, their connection to the club, and the pride of being a supporter, even from miles away from the stadium—immersing ourselves in the vibrant diversity of the country of football.