Kit Reveals Don’t Have To Look Like Kit Reveals

DE-YAN built the activation from the ground up. In the week before launch, the team embedded directly in New York's diaspora communities across three boroughs, sharing Ramadan sweets with Moroccan and Egyptian neighbors in Astoria, and taking over a Ghanaian restaurant in the Bronx. That groundwork built real anticipation ahead of the main event.

Then came Domino Park: a free, public block party built around eleven custom trucks, one for each of Puma's sponsored nations, each wrapped in its own colors, food, and music. Instead of a traditional reveal, the kits were unveiled in play, worn first by community players from each diaspora, on a real pitch, in front of the people who already represent those colors every day. Over 10,000 people showed up.

10,000+

Attendees

11

Nations Represented

3

NYC Boroughs Activated