PUMA x Morocco | Abderrahmane Collab
2024
Designer Abderrahmane Trabsini, born and raised in Amsterdam with deep roots in Morocco and its culture, collaborated with PUMA to design the new National Team Kit for AFCON 2025. To further express his passion, he created and directed an exclusive film paying tribute to and highlighting Morocco's rich cultural roots and heritage.
• Global Project Management •
In Short
”No matter where we are, Moroccans will always remain Moroccan. This is a celebration of maintaining cultural ties with our motherland, captured across cities in Europe. Dima Maghreb 🇲🇦 “
The Creative Process
This campaign spotlighted Abderrahmane, a rising star and embodiment of resilience and determination. It was designed to inspire young athletes worldwide and reinforce PUMA’s commitment to supporting talent from diverse backgrounds.
Abderrahmane led the entire creative concept from start to finish, always aligning with PUMA’s positioning.
The Touch Points
This was the way how the strategic platform was translated into a consumer-facing message:
The Film
This cinematic short film celebrates Morocco’s heritage and unity, blending a powerful voice-over with excerpts from the national anthem. Set across sports fields, streets, and cafés in Morocco and Europe, it showcases diverse lives through seamless scenes and authentic locations, highlighting the nation’s spirit and the new kit with genuine, emotional resonance.
Gallery
A collection of character portraits, and scenes, featuring key cast members in stylized and thematic visuals that reflect the movie’s aesthetic, mood, and narrative.
Closing Insights
This campaign reinforced the importance of storytelling in sports marketing. Highlighting Abderrahmane’s journey allowed us to connect with audiences on a deeply personal level while elevating PUMA’s commitment to inclusivity and talent development.
Credits
PUMA GROUP
Marketing: Samuel Barreto
FILM
Concept: Abderrahmane Trabsini
Starring & Narrator: @icemanvieze
Script: achmedakkabi and @knockknockbluesthere
Director: @knockknockbluesthere
DOP: @boasvmb
Focus Puller: @postmalars
Composers: @eychahid and @marcus.gehring
Translation: @lovenourself
EXECUTIVE PRODUCTION
Producer: @karimmrabti, @no_ritsu, @tebbernekkel