PUMA FOOTBALL.
Making a Stand.
For the 2010 FIFA World Cup, Puma were an equipment supplier to 9 of the 11 African national teams. Embracing the passion and colours of the beautiful game in this part of the world meant drawing from the grassroots of the sport.
STORYTELLING.
Fight and Flight.
Puma Football required a positioning that leveraged their dominance in African Football, but at the same time encapsulated their key product stories of ‘Speed’ and ‘Power’. Taking its inspiration from human instinct, Raw Football provided Puma with a unique tone of voice for a 4 year period and was launched at a customer alliance meeting in Rome.
A SELECTION OF RAW FOOTBALL ‘SPEED’ AND ‘POWER’ PRODUCTS.
STRATEGY.
Changing the Rules.
The Raw Football mantra was described in an internal manual that subverted the FIFA Laws of the Game.
EXHIBITION DESIGN.
African Fire and Colour.
All 9 National Kits were revealed and the exhibition and delegate areas were dominated by 5m high graphic panels bringing Puma’s Raw Football positioning to life before being set on fire and transforming into the unique UNITY Kit.
