The Brands That Made Waves at the 2024 CONMEBOL Copa América
The sportswear, fashion and lifestyle brands that helped shape the tournament for new and seasoned fans.
The Copa America 2024 tournament was filled with drama and excitement to say the least. With all eyes on the spectacle, the contest was a chance for brands to shine through high-profile player endorsements and innovative collaborations. This year, standout partnerships included Lionel Messi with adidas (amongst other brands), featuring exclusive apparel lines that blend performance with style, and U.S. team star Christian Pulisic with Puma, who debuted custom-designed boots that caught everyone’s eye. Beyond sportswear, brands like Michelob Ultra have also made their mark, with creative campaigns and endorsements that extend the players’ influence into lifestyle and leisure sectors. These collaborations highlight the players’ athletic prowess and their significant impact on fashion and culture. Let’s delve into the partnerships that made a splash both on and off the field.
Palm Angels
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Palm Angels partnered with the Argentina national football team as their Official Life & Style Curator for Copa America 2024. Helmed by Francesco Ragazzi, founder of Palm Angels, the house designed both formal and casual wear for the players, including a dark blue blazer with an embroidered monogram and the gold AFA crest, paired with a light blue shirt and cargo pants for formal events. The casual attire featured a Palm Angels tracksuit made of light linen fabric, with an overshirt displaying the Palm Angels logo and the AFA crest. This collaboration highlighted values of teamwork and individual style, reflecting both the sport and the brand’s ethos.
Puma
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Puma
Puma significantly impacted the Copa America 2024 by becoming a major sponsor through its partnership with CONMEBOL. This three-year collaboration involved Puma supplying official match balls, referee uniforms, and staff kits for the tournament. Additionally, Puma sponsored the Paraguay national team, further extending its influence in the competition. Key players like Antoine Griezmann, Neymar, and Christian Pulisic wore Puma boots, specifically showcasing models such as the Puma Future and Puma Ultra. These endorsements were prominently featured in Puma’s marketing campaigns, catapulting the brand’s presence and influence in the football world.
Legends
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Legends
Although not universally renowned, Legends is a major player in the sports industry and was tasked with handling the sales of official merchandise for the CONMEBOL Copa América 2024. This collaboration involves providing fans with a range of products, including jerseys, scarves, hats, flags, pennants, pins, and more, both in physical stores across all 14 host cities in the United States and online. The partnership ensured that football enthusiasts can commemorate the tournament with exclusive merchandise.
Michelob Ultra
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Michelob Ultra
Michelob Ultra made a splash as the Official Global Beer Sponsor for Copa America 2024, creating vibrant fan zones in all 14 U.S. host cities complete with soccer games, live music, and exclusive merchandise. The brand also awarded the Superior Player of the Match Trophy and partnered with soccer stars Lionel Messi and Christian Pulisic. Messi’s role as a brand ambassador brought excitement, while Pulisic featured prominently in ads celebrating the sport’s growth in the U.S. Michelob Ultra’s activations during the finals in Miami included unique fan experiences and commemorative items, reinforcing their commitment to connecting with football fans and enhancing the tournament’s atmosphere.
adidas
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Adidas
adidas really made its presence felt at Copa America 2024 by kitting out teams like Argentina, Mexico, Colombia, Chile, Peru, and Venezuela with some eye-catching gear. Argentina’s classic sky-blue and white stripes got a fresh twist with gold accents, while Mexico’s jerseys featured vibrant folk-art patterns that really celebrated their cultural heritage. Colombia’s kits were equally striking, with a phoenix symbolizing energy and renewal. To top it all off, adidas provided top players with high-performance cleats like the Copa Pure II, designed for better control and comfort. These thoughtful designs and quality gear not only boosted players’ performance but also connected deeply with fans, blending national pride with top-tier sportswear.
