Global sports brand PUMA today announced a new partnership with CA7RIEL & Paco Amoroso, the Argentine duo redefining the boundaries of Latin pop culture through music, fashion, and live performance. The new partnership reflects PUMA's commitment to artists who embody the brand's core values – creativity, risk-taking, and a relentless drive to push boundaries.
CA7RIEL & Paco Amoroso's rise over the past two years has been nothing short of exponential. What began as a distinctly Latin American phenomenon has rapidlyexpanded globally, fuelled not by traditional radio success but by originality, electrifying live shows, and cultural authenticity – a blueprint PUMA sees as reflective of a broader shift in how artists build global fandom today.
Nadia Kokni, PUMA VP Brand Marketing, said: “CA7RIEL & Paco Amoroso are a natural fit to the PUMA brand. They are instigators in the music and fashion space, breaking barriers and following their own creative intuition. The partnership feels like a natural extension of PUMA’s brand values and is a true collaborative process every step of the way. We are excited to continue to build alongside them, not only through music, but also sport.”
“We've always mixed our own style with the pieces that raised us, so getting to work with PUMA in such a creative capacity has been really exciting. Developing custom looks while mixing in vintage pieces on stage has allowed us to express ourselves, and this partnership feels like a natural extension of that”, said CA7RIEL & Paco Amoroso.
Bespoke Tour Wardrobe
As part of the partnership, PUMA and the duo are co-designing custom stage outfits for their 2026 global tour, each look fitted with vintage PUMA pieces. The collaboration debuted at their New York show on June 19, with additional bespoke outfits since introduced in Mexico City and Barcelona – with more looks to come as the tour continues.
PUMA's focus will be to deepen and expand the relationship with CA7RIEL & Paco Amoroso, unlocking greater long-term value for both sides through a robust slate of shows, appearances, and activations concentrated in the regions where growth opportunity is strongest.
