In a Nutshell

Football is more than just a game, it’s about those who rise above challenges, push boundaries, and leave a mark that lasts beyond 90 minutes.

That’s the mindset behind History Needs Makers Series, a content created to spotlight the athletes shaping, and reshaping, the future of Portuguese football.

To bring this concept to life, we focused on storytelling, capturing the mindset and journey. But just as important, we focused on authenticity, keeping it raw, real, and centered on the people behind the game.

In the section below, I will share how it all came together.

Objectives

Strengthens the brand’s connection with Portugal, reinforcing authenticity and aligning with core values.
KPI: Brand Awareness
Showcase real stories to inspire audiences to pursue their dreams
KPI: Brand Awareness

The Concept

The episodes continue the campaign launched in January 2025, extending the momentum of the first campaign with Puma & Portugal as partners.

With it, we are aiming to explore different perspectives on what "History Needs Makers", the overarching theme of the campaign, represents.

Moodboard

With a more storytelling approach, we wanted the film to have a distinct grainy texture and color to give a more organic and timeless feel.

The Stories

The episodes will go out in three different moments of the year, starting in March, then July, and closing the first season with a special long-form in October.

Episode 1

Every Legend Starts From Somewhere.

Episode 2

The Route to Greatness.

Episode 3

Black Panther: Light years ahead of his time.

Episode One

“Every Legend Starts From Somewhere”

History isn’t written by spectators, it’s shaped by those who dare to make a difference. In this first episode of a three-part miniseries, join Diogo Dalot as he shares his journey: from dreaming of becoming a footballer, overcoming injury, to proudly representing Portugal’s national team. Watch how he found new paths to keep the dream alive.

Episode Two

“The Route To Greatness”

In the second episode of the series, we follow Carole Costa and Diana Silva as they share their path to the Portuguese Women’s National Team. It’s a story of resilience, representation, and what it takes to rise. With the UEFA Women’s EURO 2025 on the horizon, their journey means even more.

Outcome (Episode 1)

The campaign performed well, reaching almost 600k users in March 2025, with an engagement rate of 14.4% and driving 13.5k conversions.

It resonated with our target audience and met key objectives, boosting brand visibility across key markets.

Closing Insights

This content series was created to share the stories of individuals striving to make history by proudly representing their national football team.

We believe the emotional depth of each episode will resonate with the Portuguese community, reinforcing PUMA as the trusted partner supporting them in achieving their biggest dreams.

This Portuguese football campaign is part of a broader football storytelling project that highlights real journeys through an athlete spotlight series. It stands as a true football brand campaign, driven by authentic sports marketing principles.

Credits

PUMA GROUP
Marketing Lead: Samuel Barreto
Athlete Manager: Tiago Castro

FILM
Production: Magic Fish Pictures
Director: Pedro Carvalho
Director of Photography: Filipe Zapelini
Producer: Pedro Ramos
Iac & Loader: Fernando Tavares
Steadycam: Archie Muller
Editor: Julian Ed
Talent/Player: Diogo Dalot
Sound Design: Loop Reclame
Agency: Vista Lab Agency

History isn’t written by spectators, it’s shaped by those who dare to make a difference. A content series about individuals who are pushing, or have pushed, themselves to the limit to become icons of Portuguese football. Their ultimate goal? To leave a legacy and make history.