We were asked to completely rebrand PUMA Football – a central pillar of one of the world’s most revered sport brands. A big but very exciting mission…
Pele, a Puma player for most of his career, was our inspiration. As a professional footballer, his final words were “Love, Love, Love”. We wanted to capture his pure love of the game. We created a simple, powerful message that anyone could understand: ‘Love = Football’. It’s a statement that embodies the sport as much as PUMA. Simple and symbolic, understandable in any language, it encapsulates what it means to play and support the beautiful game.
Love=Football spread across the world, touching virtually every continent with its message, with local adaptations creating unique executions. The YouTube spot has over a million views and counting, while the tagline has transcended the campaign to be adopted by other Teamsport categories – it will continue as the brand identity.