PUMA x Ghana | 2024 Kit Launch Campaign
From Tradition to Triumph: Ghana’s Heritage Woven into Every Thread. In collaboration with PUMA, Jefferson Osei set out to unite Ghanaian tribes through a kit design that celebrates their shared heritage.
• Marketing Strategy • Global Program Leadership • Brand Activation •
In a Nutshell
The Ghana National Team campaign aimed to go beyond performance, connecting with communities and celebrating football’s cultural power.
Blending sport, culture, and identity, it honored Ghana’s rich heritage while showcasing PUMA’s innovation, resulting in a bold celebration of the Ghana x PUMA collaboration.
The Film
It blends storytelling with marketing, using high production values, emotional narratives, and strong visual aesthetics that engage the audience.
Gallery
A collection of character portraits, and scenes, featuring key cast members in stylized and thematic visuals that reflect the movie’s aesthetic, mood, and narrative.
The Photoshoot
To further develop the campaign’s concept and its film, Jefferson Osei invited the renowned photographer Prince Gyasi to showcase the products in a bold and captivating way.
Key Highlights
Positioned the jersey as a symbol of national identity, not just a product.
Engaged audiences across Ghana and the global diaspora.
Strengthened PUMA’s brand voice in African football through cultural relevance.
Closing Insights
This campaign brought PUMA’s football narrative to life, celebrating African football culture through the Black Stars kit launch. Guided by Jefferson Osei’s vision, it showcased PUMA’s heritage, design innovation, and creative approach to the game.