The challenge
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…
Our solution
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.
The results
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.