PUMA Brasil and Palmeiras today launched the reigning Campeonato Brasileiro Série A champions’ 2023 home and away kits. With the marketing campaign “Welcome to the Third Academy” or “Bem-vindos à Terceira Academia” in Portuguese, the launch celebrates the club’s storied “First and Second Academies”, historical squads that marked the decades of 1960 and 1970s, and the new “Third Academy”, referring to the current moment of the club, which has won several important titles in recent years.
The campaign draws a parallel between the two iconic teams and the current squad led by coach Abel Ferreira, that continues to write a narrative full of achievements. The denomination of this victorious period as “Third Academy” bears the seal of approval of Ademir da Guia, Palmeiras’ idol and one of the most important players of the first two “Academies”. “In the 60s and 70s, Palmeiras had a team with an engaging game, and we won lots of cups. I see in the current squad the art of the ‘First Academy’ with the solidity of the ‘Second’”, says Ademir. “I feel honored, at the age of 80, to witness the emergence of yet another historic squad that I claim to be the ‘Third Academy’ of Sociedade Esportiva Palmeiras”, he concludes.
Driven by PUMA’s new FOREVER FASTER concept, combining legacy and the future, the launch film features memorable scenes of Ademir da Guia and Dudu, overlapped by images of the current squad, showing how these different generations of players have built Palmeiras’ history. The “First Academy” was responsible for winning four Brazilian Championships, three Regional Sao Paulo Championships and one Rio-Sao Paulo Championship.
The “Second Academy” won two Brazilian Championships and three Regional Sao Paulo Championships. The new “Third Academy” has won so far two CONMEBOL Libertadores, a Brazilian Championship, two Brazilian Championships, two Regional Sao Paulo Championships and a CONMEBOL Recopa Sudamericana.
The official debut of the Palmeiras 2023 PUMA home jersey takes place this Saturday as the club meets Flamengo in the Supercopa do Brasil.
The 2023 home uniform is inspired by Palmeiras’ “Second Academy”, inspired by the uniform from 1973, the year in which the team won the Brazilian Championship. The jersey features a straight collar and ribbed cuffs, replicating the 1973 pattern in a bolder, more contemporary execution in neon green. A sublimated application print of a star pays homage to recent achievements, centered on the chest to receive the 2022 Brazilian Championship badge.
The Palmeiras 2023 PUMA away shirt showcases the direct connection with the club’s many supporters, inspired by the symbols used on match days such as banners and flags.
For the first time, PUMA and Palmeiras bring to the market three different versions of the new uniform: Player, Supporter and Stadium, which have different details, technologies and finishes to meet supporters’ different needs. The home and away Player jerseys feature Jacquard fabric and PUMA crest, star and Palmeiras badge in TPU and the PUMA’s dryCELL technology. The Player jersey is the same used by the players on pitch.
The Palmeiras 2023 home and away Supporter and Stadium styles enter the market with more attractive prices for the consumer, with small changes in fabric and finishing, without losing the PUMA quality. The Supporter has Pollem fabric, Palmeiras badge, star and PUMA logo in water base and dryCELL technology. Stadium has Citrino fabric, the badge, star and logo in water base and dryCELL technology.