PUMA partnered with the prominent footwear boutique, Alife, to open up its doors, and host daily viewings of the FIFA World Cup Games. The World Champions Space served as the premier New York City location for guests, shop patrons, and industry tastemakers to cheer on their teams while enjoying complimentary Budweiser beverages.

In addition to hosting the World Champion Space, Puma and Alife also collaborated to present an assortment of special-edition merchandise and events that included:

• Co-branded replica World Cup team jerseys
• Puma x Alife edition EVO Speed Boot & Jersey
• Alife customization of the 2014 Arsenal FC kits