RB Leipzig in Brazil: a brand activation by Samba Digital for PUMA

A strategic tour in Brazil led by Samba Digital

To conclude their 2024/2025 season, RB Leipzig flew to Brazil, with Samba Digital in charge of brand activations on behalf of PUMA Brazil. The goal was to create a series of immersive experiences that went beyond sports, combining local culture, athletic performance, and digital storytelling. This tour was a unique opportunity to strengthen the joint presence of the club and the brand in a key market, while demonstrating their genuine commitment to local communities.

Authentic content and impactful collaborations

To capture the essence of this tour, we partnered with Matheus Gonze, a leading football content creator in Brazil. Through his videos and posts, he authentically and engagingly documented the tour’s highlights. One standout moment was the participation of Caio Bonfim, Olympic medalist and PUMA ambassador, who challenged the players to a race walking contest. This original crossover between disciplines helped showcase the PUMA universe from a fresh and entertaining perspective.

A landmark match and strong local engagement

The highlight of the tour took place during the match against Santos FC, with a full PUMA activation: exclusive influencer experiences, cultural activities such as a live pagode concert, and distribution of over 8,000 giveaways to fans over two days. This setup generated strong visibility for the brand and the club while creating genuine connection moments with the Brazilian audience. At Samba Digital, we believe the impact of a campaign lies in the blend of global ambition and authentic local anchoring.