PUMA x Portugal | Global Launch Campaign
2025
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.
• Marketing Strategy • Creative Strategy & Direction • Project Management • Partnership Management •
Kicking Things Off
I joined PUMA in 2024 to lead its new flagship football partnership: the Portugal National Team.
Securing this deal after 27 years with Nike was an opportunity I couldn’t miss.
Here’s the strategy we used to announce it, generating nearly 100M in organic reach and 25M in earned media value.
Our Objectives
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Culture
We wanted to get the world talking about a new partnership in football that would bring something new (and unexpected) to the game.
KPI: Awareness and buzz
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Community
We wanted to win over not just football fans but an entire nation; not just people in Portugal, but from all over the world.
KPI: Consideration and engagement
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Commerce
We were launching a new kit and we wanted to fuel demand for the first-ever Portugal x Puma collaboration.
KPI: Traffic (web/store) and sales
Strategic Platform
This was the backbone of the thinking behind the entire campaign, something we knew could deliver what the brand and the partner were looking for to kick off the long-term relationship. However, it didn’t work for a consumer-facing messaging. The tagline below is what became the umbrella of the campaign and the key message to the audience.
The Touch Points
This was the way how the strategic platform was translated into a consumer-facing message:
The 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 the new era is represented by empty frames, 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.
How we envisioned it:
Typography
A custom font was designed, inspired by elements of the Portuguese badge, reflecting the nation’s heritage and identity.
The Film
For further details about how the film came to life, check its page here.
Still Assets
A collection of it.
Product Only
A collection of it.
Social Media
To kick things off effectively, we established a clear timeline outlining the key moments and content to share.
Below you can find each phase of the social rollout plan.
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.
Commercial
A full package of commercial assets, for in-store & e-commerce, was created for each National Team.
IN STORE
Point of sale (POS) materials
VIisual Merchandising
Store Takeovers
E-COMMERCE
Hero Images
Campaign Landing Pages
Product Only
A4
A3
Vertical
Backwall Top
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
The campaign saw extensive coverage from both global and local accounts. Highlights from local accounts include:
Content Shared: 11 Stories
Reach: 26.2k
Engagement: 314
Impressions: 27.5k
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
This campaign fused culture and innovation to create real audience connections, marking a key milestone in redefining global sports marketing. The numbers and community reaction proved the campaign’s success.