PUMA x Portugal | 2025 Global Launch Campaign
In 2025, PUMA Group and the Portuguese Football Federation launched a landmark partnership, marking a new chapter in Portuguese football. This moment demanded a bold introduction, blending heritage, innovation, and multi-channel storytelling to engage fans worldwide and maximize impact.
Kicking Things Off
Portugal hadn't changed kit supplier in 27 years.
When they signed with Puma, the pressure to launch right was enormous, this wasn't just a new jersey, it was a signal about where Portuguese football was heading. I joined Puma specifically to lead this partnership, and this campaign was the first statement.
The campaign generated nearly 100M in organic reach and 25M in earned media value, engaging core fans and a new generation through storytelling, design, and strategic placement.
Strategic Platform
“Bring On A New Era of Football” was the backbone of the campaign, designed to deliver what the brand and partner wanted to kick off the long-term relationship.
However, it wasn’t suitable for consumer-facing messaging. The tagline “History Needs Makers” became the campaign’s umbrella and the key message to the audience.
Touch Points
From the strategic platform, we designed the multi-channel strategy and defined how to connect with the consumer
Creative Process
The campaign was inspired by the spirit of Portuguese football: fierce, passionate, and innovative.
We collaborated with Uncommon Creative Studio to design a narrative that resonated with both fans and players, integrating modern visual elements with cultural symbols.
Moodboard
Once the overarching concept was solidified, the next step was to translate it into visuals. Our initial focus centered on the theme of TRADITION vs. MODERNITY, aligning with the narrative of the new kit.
Global Key Visual
The chosen creative direction emphasizes the contrast between a past era and the future. A central red curtain symbolizes tradition, while empty frames represent the new era, inviting the next generation to fill them.
The centerpiece imagery features national team players wearing the new kit, set against iconic Portuguese landscapes to symbolize unity between tradition and modernity.
The Film
For a deeper look into how the film came to life, explore its dedicated page here, where you’ll find more details on the process, concept, and execution.
Still Assets
Different variations of the key visual that explore alternative layouts, compositions, and creative directions while staying true to the core idea.
Product Only
Close-up detail shots that highlight the textures, craftsmanship, and unique identity of a few selected jerseys.
Social Media
The social strategy had a clear goal for the first phase of the partnership, and it overdelivered.
By January, it had already reached the numbers projected for the entire first quarter.
OUTCOME (January 2025)
📱 7 Posts
👥 26M Social Impressions on owned channels,
📱 1.1M total engagement
📱 15% engagement rate (vs. 10–11% avg.)
Out Of Home
A six-month plan was crafted to maximize the campaign's and product's nationwide visibility, leveraging diverse formats—from a 200-square-meter space in Porto to premium LED displays across the country.
In Store
Let’s have a deeper look at how we have developed the consumer journey in our retail/trade channels. From strategy to execution.
1) Windows: Awareness
Designed to captivate instantly by highlighting a product benefit or campaign story through a clear, singular narrative. It creates a sense of novelty that entices consumers to step into the store.
2) Landing Zone: Consideration
This is where the story unfolds with added detail, maintaining visual consistency across all touchpoints. It encourages product interaction and exploration, expanding on benefits and storytelling.
3) Category Area: Conversion
Product details, features, and benefits are succinctly presented, with a visual progression of the campaign seamlessly guiding consumers to the landing area. Integration with .com and app platforms is included where relevant.
The Outcome
An exceptional performance of the launch campaign, which achieved remarkable results across multiple channels:
Organic Reach: 97.9 million
Media Coverage:
5 print articles
71 online articles
6 TV segments
6 radio features
Earned Media Value: 25 million
This was the biggest campaign ever executed in Portugal, showcasing an unprecedented level of visibility and engagement:
Marketing Activation: A total of 64 marketing doors and 8 windows prominently featured the campaign.
E-Commerce Presence: Achieved strong online visibility across all major partner platforms, further amplifying reach and engagement.
Closing Insights
What I'm most proud of isn't the 97.9M organic reach or the 25M in earned media, though those matter.
It's the strategic decision to separate the internal platform from the consumer message. "Bring On A New Era" told the industry where Puma was going. "History Needs Makers" gave fans a reason to feel it.
That distinction, knowing which idea is for the brand and which is for the audience, is something I bring to every brief.