To mark one year since Pelé’s passing, Panenka turned a Christmas classic into a football tribute: “Roscón O Rei.” Crafted from scratch by an artisan bakery and inspired by Pelé’s legacy, the limited-edition roscón reframed Three Kings season as a celebration of the sport’s greatest king. Launched with a film that builds intrigue then reveals the cake, and tied to Panenka’s special issue on Brazil’s iconic No.10, the drop sparked buzz across social and press—taking a local tradition and giving it global, fan-driven relevance.
