Rabat, Morocco – PUMA is deepening its roots in African football, bringing decades of local experience and cultural understanding to the continent. Ahead of AFCON 2025 in Morocco, the brand is working closely with federations, fans, and communities to expand access to authentic merchandise, support grassroots initiatives, and create unique retail experiences. Peter Dangl, PUMA Director for EMEA Distribution, shared insights on the company’s journey and future plans.
Q: What sets PUMA’s commitment to African football apart from other sports brands?
Dangl said PUMA’s connection goes back decades, with many federation relationships led by people working with local partners for 20 to 30 years. The company approaches Africa holistically, shaping every jersey, activation, and partnership around local culture and design heritage. “It’s about human relationships as much as business—celebrating moments together, supporting communities, and showing up consistently on the ground,” he said.
Q: How has being CAF’s official technical partner since 2023 affected operations in Africa?
Dangl described CAF as a deeply connected organisation. The partnership has allowed PUMA to distribute products more widely, even in remote regions, and strengthen ties with local federations. “Success isn’t measured purely in numbers—it’s about visibility, connection, and shared growth,” he said, noting the partnership has significantly amplified PUMA’s brand and helped support football from grassroots to elite competition.
Q: How does PUMA balance commercial opportunities with AFCON’s cultumral significance?
While not disclosing figures, Dangl said the brand’s impact has been significant in reach and community value. PUMA has supported more than 20 initiatives, from renovating pitches to donating products after the Morocco earthquake and to refugee camps. Over five years, more than 80 PUMA stores have opened across Africa, improving accessibility.
Q: What is being done to improve access to authentic merchandise?
PUMA is working with CAF and federations to make products more affordable while maintaining quality and sustainability. Dangl said the response has been positive from both consumers and retail partners.
Q: How will AFCON 2025 affect PUMA’s presence in Morocco?
The tournament is seen as a key moment to elevate retail presence and connect with fans. PUMA plans pop-up concepts and in-store activations merging sport, culture, and style. Beyond the event, the brand aims to leave a lasting retail legacy, enhance digital integration, support community-based initiatives, and prepare for Morocco’s co-hosting of the 2030 FIFA World Cup.
Q: What can international brands learn from African football?
Dangl said African football shows that sport is about emotion, community, and connection. Fan passion inspires everything PUMA does, reminding brands to approach partnerships with authenticity and treat people as partners, not just markets.
Discussion about this post