In a bold celebration of football fandom that spans generations, Jameson Irish Whiskey and PUMA have teamed up to launch a limited edition collection that’s all heart, heritage, and pitch-side passion.
The branded collab is a heartfelt nod to the real football family. Whether it’s a family sitting on the sofa for a Super Sunday, or a Saturday afternoon celebrating on the terraces with your mates, the Jameson x PUMA partnership toasts to the moments that make football magic. With both brands proudly partnered with the English Football League (EFL), this collection is a natural extension of their shared commitment to community, culture, and inclusivity in the game.
At the core of the collection is a stunning, co-branded Jameson bottle, a slick limited edition football, and standout custom PUMA Kings boots—each pair hand-painted by Welsh designer Dan Hayes. Every brushstroke and logo placement was crafted to reflect the shared values and legacy of both brands, echoing the generational love that fuels the football fan experience.
The collection merges the iconic Jameson green and PUMA’s sleek sportswear aesthetic, making the collection just as ready for your shelf as it is for your next kickabout.
To bring the story to life, Jameson and PUMA called in none other than Irish goalkeeping legend Shay Given. In a fun, feel-good campaign, Shay sits down for what looks like a quiet night in—until the doorbell starts ringing. One by one, a motley crew of new-gen football heads, freestylers, and content creators crowd the room, turning it into a living room rave of football fandom.
Among the guests? Semi-pro sensations Big John and Jess Watkins, creative juggernauts like Kaljit Atwal, content creator Myrotek and Jameson favourite Moses Duckrell, who shows up with his dad Mr. D in tow, driving home the campaign’s multigenerational message. And just when you think the scene can’t get any more packed, a familiar face from Shay’s past—an ex-EFL striker and former rival, Dion Dublin—makes a surprise appearance.
What starts as a solo match-watching session turns into a full-blown party, complete with a last-minute goal, flying limbs, and a communal Jameson, Ginger & Lime toast to the beautiful game.
Speaking on the partnership, Josh McCarthy, Jameson UK Brand Director, said: “Football brings people together like nothing else—and so does Jameson. This collection is our way of raising a glass to all the people you’ve cheered, cried, and celebrated with through football. Whether you’re on the terraces or in the pub, this one’s for you.”
The Jameson x PUMA limited edition bundle—featuring the custom bottle and co-branded football—is available exclusively on Amazon UK starting April 10th, 2025.
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