A data profile of the people who buy, follow and care about Puma in Brazil — modelled from more than twelve digital signal sources. Puma has an estimated audience of 4,639,943 people in Brazil.
The average Puma fan in Brazil is 35.1 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Sociedade Esportiva Palmeiras, Neymar, Serie A, with strongest over-indexing on Sociedade Esportiva Palmeiras (1.71× the country average).
Demographically, the Puma audience skews balanced with an average age of 35.1, and over-indexes on personality traits such as Early Adopter Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Puma fan in Brazil is balanced, around 35.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sociedade Esportiva Palmeiras.
The key figures that characterise the Puma profile in Brazil.
48.4% are female, 51.6% are male, average age 35.1.
| Metric | Value |
|---|---|
| Female | 48.4% |
| Male | 51.6% |
| Average age | 35.1 |
| Estimated audience size | 4,639,943 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 27% | |
| 30-39 | 21% | |
| 40-49 | 18% | |
| 50+ | 9% |
of the worldwide Puma audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 12.5% |
| Mexico | 8.3% |
| Brazil | 7.0% |
Where the Puma audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~2.5M | 1.98× | |
| 02 | Rio Grande do Sul | ~500K | 1.67× | |
| 03 | Paraná | ~400K | 1.42× | |
| 04 | Federal District | ~100K | 1.42× | |
| 05 | Santa Catarina | ~300K | 1.34× | |
| 06 | Rio de Janeiro | ~600K | 1.21× | |
| 07 | Minas Gerais | ~600K | 1.16× | |
| 08 | Bahia | ~400K | 1.16× | |
| 09 | Mato Grosso do Sul | ~80K | 1.09× | |
| 10 | Mato Grosso | ~90K | 0.95× | |
| 11 | Goiás | ~200K | 0.94× | |
| 12 | Rondônia | ~40K | 0.94× | |
| 13 | Alagoas | ~70K | 0.93× | |
| 14 | Espírito Santo | ~90K | 0.91× | |
| 15 | Pernambuco | ~200K | 0.87× | |
| 16 | Amapá | ~10K | 0.84× | |
| 17 | Sergipe | ~40K | 0.83× | |
| 18 | Paraíba | ~80K | 0.81× | |
| 19 | Acre | ~10K | 0.80× | |
| 20 | Rio Grande do Norte | ~60K | 0.77× | |
| 21 | Pará | ~100K | 0.75× | |
| 22 | Roraima | ~10K | 0.75× | |
| 23 | Tocantins | ~20K | 0.74× | |
| 24 | Piauí | ~50K | 0.72× | |
| 25 | Maranhão | ~90K | 0.71× | |
| 26 | Ceará | ~200K | 0.70× | |
| 27 | Amazonas | ~60K | 0.69× |
The strongest cross-interests of the Puma audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | University of Pennsylvania | Business & Career | 7.05× | ||
| 02 | Serie A | Sports | 3.06× | ||
| 03 | UEFA Europa League | Sports | 3.04× | ||
| 04 | Al Nassr FC | Sports | 2.86× | ||
| 05 | Self-confidence | Health | 2.68× | ||
| 06 | Betfair | Games | 2.65× | ||
| 07 | Manchester City F.C. | Sports | 2.49× | ||
| 08 | Copa do Brasil | Sports | 2.46× | ||
| 09 | Premier League | Sports | 2.36× | ||
| 10 | UEFA Champions League | Sports | 2.17× | ||
| 11 | FIFA World Cup | Sports | 2.05× | ||
| 12 | Self-awareness | Health | 2.03× | ||
| 13 | Neymar | Sports | 1.90× | ||
| 14 | Cristiano Ronaldo | Sports | 1.86× | ||
| 15 | Cruzeiro Esporte Clube | Sports | 1.78× | ||
| 16 | Sociedade Esportiva Palmeiras | Sports | 1.71× | ||
| 17 | Real Madrid C.F. | Sports | 1.71× | ||
| 18 | CR Vasco da Gama | Sports | 1.61× | ||
| 19 | Seleção Brasileira | Sports | 1.60× | ||
| 20 | Fluminense FC | Sports | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.52× | |
| Price Sensitivity | PREMIUM | 1.27× | |
| Luxury Orientation | PREMIUM | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.75× | |
| Tradition | CONSERVATISM | 0.84× | |
| Creativity | OPEN | 0.86× |
Puma's target market in Brazil covers an estimated 4,639,943 people, concentrated in São Paulo and Minas Gerais.
48.4% of the Puma audience are female, 51.6% are male, with an average age of 35.1 years.
Puma fans show strongest brand affinity for Sociedade Esportiva Palmeiras (1.71×), Neymar (1.9×), and Serie A (3.06×) over the country average.
Puma fans in Brazil are most concentrated in São Paulo (reach ~2.5M), Minas Gerais (reach ~600K), and Rio de Janeiro (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Puma itself, the audience over-indexes on Neymar (1.9×), Serie A (3.06×), Cruzeiro Esporte Clube (1.78×), and FIFA World Cup (2.05×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Puma. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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