PUMA x Morocco | 2024 Kit Launch Campaign

Designer Abderrahmane Trabsini, born and raised in Amsterdam with deep roots in Morocco and its culture, collaborated with PUMA to design the new National Team Kit for AFCON 2025. To further express his passion, he created and directed an exclusive film paying tribute to and highlighting Morocco's rich cultural roots and heritage.

• Marketing Strategy • Global Program Leadership • Brand Activation •

In Short

No matter where we are, Moroccans will always remain Moroccan. This is a celebration of maintaining cultural ties with our motherland, captured across cities in Europe. Dima Maghreb 🇲🇦 “

The Creative Process

This campaign spotlighted Abderrahmane, a rising star symbolizing resilience and determination, to inspire young athletes and highlight PUMA’s support for diverse talent.

The Touch Points

This was the way how the strategic platform was translated into a consumer-facing message:

The Film

This cinematic short celebrates Morocco’s heritage and unity, blending a compelling voice-over with the national anthem. Set in sports fields, streets, and cafés across Morocco and Europe, it highlights the nation’s spirit and the new kit with authentic, emotional storytelling.

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.

Key Highlights

  • Positioned PUMA as a supporter of cultural voices and creative experimentation.

  • Elevated the brand narrative beyond performance, into purpose and identity.

Closing Insights

This campaign used Abderrahmane’s journey to connect personally with audiences, reinforcing storytelling in sports marketing and PUMA’s commitment to inclusivity and talent development.

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