“As The Legend Goes”
Sixty years after he became Portugal’s first European best player, the original PUMA KING returns in black and gold, carrying his legacy forward. More than a tribute, this collection is a statement: Defenders feared him, players still feel him, and the legend lives on.
In a Nutshell
Eusébio scored 727 goals in 715 games. He was Portugal's first European best player, a global icon, and a Puma athlete. Sixty years later, we brought him back.
The strategic challenge was real: how do you launch a tribute collection for a legend most of your audience never watched play, and make it feel urgent, not nostalgic?
The answer was to treat the jersey not as a memorial but as a living symbol. And when we realised there wasn't enough historical footage to build the campaign visually, we turned that constraint into the concept, using AI to reconstruct his presence and blend past and present into something that had never been done in football before.
The Touch Points
We’ve crafted a full 360° campaign. From the creation of a powerful global key visual and asset rollout across all markets, to an exclusive, money-can’t-buy experience designed to elevate brand love and engagement.
Creative Direction
The campaign channels Eusébio’s Black Panther legacy, blending his instinct, power, and myth with modern visuals and a multi-generational cast. It shows how his legend connects past and present, turning the jersey from tribute into a living symbol of legacy.
A.I. Campaign
Limited historical footage meant we couldn't build this campaign the conventional way. So we didn't.
Working collaboratively with the team, we used AI to reconstruct Eusébio's image, generating the visual language of the campaign from scratch.
It wasn't a shortcut. It was a creative decision that became central to the campaign's identity: a legend reimagined for a generation that never saw him play, brought to life through the technology of their time.
Global Key Visual
The key visual captures Eusébio’s “Black Panther” legacy, his power, elegance, and instinct, reimagined through a modern lens. Artificial Intelligence became our creative tool to bring his spirit to life, blending past and present into a powerful tribute that connects generations.
The Film
Every frame of the film was generated with AI, enabling us to lead the storytelling in a way that honors Eusébio’s legacy while boldly inspiring and engaging a new generation of football fans.
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 details capturing the essence of the jersey.
E-Com & 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.
E-Com: Consumer Journey Desktop
The journey starts at the home page, the digital storefront, moves to the category page for product navigation, then to the product page showcasing key items, and ends at the detail page, where shoppers review features and buy.
OUTCOME:
HP Visibility: 1st position - 8 days (4. -11.11)
Views: 532.5k
Clicks: 33k
CTR: 6.2%
In-Store: Category Area Conversion
Product details, features, and benefits are succinctly presented, with a visual progression of the campaign that seamlessly guides consumers to the landing page. Integration with .com and app platforms is included where relevant.
Consumer Experience
To bring the Eusébio Special Edition to consumers, we created a unique immersive experience in Lisbon. We brought to life the moments that defined the legend: his arrival, iconic goals, his presence on the global stage, and his lasting legacy.
The highlight: the unveiling of the commemorative jersey, followed by:
An exclusive film screening
A gallery of never-before-seen images
The interactive PantheX1 challenge
A celebration with DJ, food, and drinks
Below is how we envisioned it, and how it came to life.
Social Media Outcome
The product and campaign made an immediate impact. Within minutes of launch, top specialized channels featured it, and leading creative outlets highlighted the AI-generated concept.
Across only three pieces of content, the campaign
Reached 14 million impressions
Generated 800 thousand engagements
Reached an impressive 18% engagement rate
With 88% coming from non-followers
On YouTube, the film surpassed 30k views in the first 24 hours, and the product sold out on PUMA.com in less than 10 hours.
Overall Media Outcome
The PR strategy has also overdelivered in less than 20 days. From TV to Podcasts, it was a big hit.
Reach Organic PR: 3,3M
Clippings: +41 Outlets
Earned Media Value: + 5M
On Pitch
To close the chapter of the campaign, Portugal played ONLY ONE MATCH wearing this jersey, creating even more hype around the uniqueness of this product.
Closing Insights
What made this campaign work wasn't the AI, the numbers, or even the jersey.
It was the clarity of the idea that Eusébio's legacy isn't a history lesson, it's a living standard. Once that was clear, every decision followed naturally. The black and gold, the Black Panther visual language, the single match, the sell-out.
When the strategy is right, the work finds its own momentum.