PUMA and Esporte Clube Bahia SAF - The brands unveiled the club's 2026 AWAY kit, a fan-focused shirt that debuted on April 22 during Bahia's Copa do Brasil match against Remo at Arena Fonte Nova, designed to amplify the supporters' role in the club's identity.
- In short: A new polo-collared away shirt honors Bahia's supporters with equal-width red and blue stripes, a lighter blue palette, and a "95" sign-off paired with the motto “Do povo um clamor.”
Design and debut: a kit made for the stands
The launch film centers exclusively on real fans and iconic members of the crowd—including Jotinha, Rubi Confete, Lourinho, Seu Adherbal, Jailton, Seu Geraldo, Carminha Tanus, Bruno Queiroz, Pedro Paz, José Luiz, João Araújo, Neuza Sena, Rebeca Cerqueira, Rita Barbosa, Roberta Reis and Robertinho Gomes—placing the supporters at the heart of the narrative. For context on how clubs leverage kit storytelling in global sports business, see this sports business coverage.
Notable changes: for the first time in the partnership, Bahia receives a polo collar; the blue and red stripes are made the same width, the white stripe is thinner, and a new lighter blue plus an additional blue tone update the palette. The inside rear collar shows the number 95 and the sign-off “Do povo um clamor,” taken from the club's anthem.
“The new version of the tricolor shirt represents much more than a new design. It gives voice to the essence of Bahia, which is its supporters,” said Rafael Soares, director of Marketing and Business of Bahia.
Context and impact: beyond aesthetics
PUMA frames the kit as both performance gear and a symbolic gift for the club’s 95th anniversary. Charlie Gagliardi, Managing Director of PUMA Brasil, said the polo collar and fresh tones aim to unite sport performance with what supporters want to wear with pride.
Merchandise launches like this one play a visible role in club branding and fan engagement, reinforcing identity across generations while supporting commercial activity tied to anniversaries and storytelling.
What do you think? Will this fan-led design change how you see club shirts? For more details, check out our specialized section.