PUMA x Portugal | 2025 Global Launch Campaign
In 2025, PUMA Group and the Portuguese Football Federation launched a landmark partnership, marking a new chapter in Portuguese football. This moment demanded a bold introduction, blending heritage, innovation, and multi-channel storytelling to engage fans worldwide and maximize impact.
• Marketing Strategy • Creative Direction • Global Program Leadership •
Kicking Things Off
I joined PUMA in March 2024 to lead its new flagship football partnership with the Portugal National Team after 27 years with Nike. An opportunity I couldn’t pass up.
As Global Marketing Lead for PUMA Teamsport, I shaped the 2025 PUMA Portugal Kit launch, merging football tradition with a modern cultural voice.
The campaign generated nearly 100M in organic reach and 25M in earned media value, engaging core fans and a new generation through storytelling, design, and strategic placement.
Objectives
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We wanted to get the world talking about a new partnership in football that would bring something new (and unexpected) to the game.
KPI: Awareness and buzz
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We wanted to win over not just football fans but an entire nation; not just people in Portugal, but from all over the world.
KPI: Consideration and engagement
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We were launching a new kit and we wanted to fuel demand for the first-ever Portugal x Puma collaboration.
KPI: Traffic (web/store) and sales
Strategic Platform
“Bring On A New Era of Football” was the backbone of the campaign, designed to deliver what the brand and partner wanted to kick off the long-term relationship.
However, it wasn’t suitable for consumer-facing messaging. The tagline “History Needs Makers” became the campaign’s umbrella and the key message to the audience.
Touch Points
From the strategic platform, we designed the multi-channel strategy and defined how to connect with the consumer
Creative Process
The campaign was inspired by the spirit of Portuguese football: fierce, passionate, and innovative.
We collaborated with Uncommon Creative Studio to design a narrative that resonated with both fans and players, integrating modern visual elements with cultural symbols.
Moodboard
Once the overarching concept was solidified, the next step was to translate it into visuals. Our initial focus centered on the theme of TRADITION vs. MODERNITY, aligning with the narrative of the new kit.
Global Key Visual
The chosen creative direction emphasizes the contrast between a past era and the future. A central red curtain symbolizes tradition, while empty frames represent the new era, inviting the next generation to fill them.
The centerpiece imagery features national team players wearing the new kit, set against iconic Portuguese landscapes to symbolize unity between tradition and modernity.
Typography
A custom font was designed, inspired by elements of the Portuguese badge, reflecting the nation’s heritage and identity.
The Film
For further details about how the film came to life, check its page here.
Still Assets
A collection of it.
Product Only
A collection of it.
Social Media
The social strategy had a clear goal for the first phase of the partnership, and it overdelivered.
By January, it had already reached the numbers projected for the entire first quarter.
Out Of Home
A six-month plan was crafted to maximize the campaign's and product's nationwide visibility, leveraging diverse formats—from a 200-square-meter space in Porto to premium LED displays across the country.
Commercial
A full package of commercial assets, for in-store & e-commerce, was created for each National Team.
IN STORE
Point of sale (POS) materials
VIisual Merchandising
Store Takeovers
E-COMMERCE
Hero Images
Campaign Landing Pages
Product Only
Backwall Top
Vertical
A4
A3
In Store
Let’s have a deeper look at how we have developed the consumer journey in our retail/trade channels. From strategy to execution.
1) Windows: Awareness
Designed to captivate instantly by highlighting a product benefit or campaign story through a clear, singular narrative. It creates a sense of novelty that entices consumers to step into the store.
2) Landing Zone: Consideration
This is where the story unfolds with added detail, maintaining visual consistency across all touchpoints. It encourages product interaction and exploration, expanding on benefits and storytelling.
3) Category Area: Conversion
Product details, features, and benefits are succinctly presented, with a visual progression of the campaign seamlessly guiding consumers to the landing area. Integration with .com and app platforms is included where relevant.
The Outcome
An exceptional performance of the launch campaign, which achieved remarkable results across multiple channels:
Organic Reach: 97.9 million
Media Coverage:
5 print articles
71 online articles
6 TV segments
6 radio features
Earned Media Value: 25 million
This was the biggest campaign ever executed in Portugal, showcasing an unprecedented level of visibility and engagement:
Marketing Activation: A total of 64 marketing doors and 8 windows prominently featured the campaign.
E-Commerce Presence: Achieved strong online visibility across all major partner platforms, further amplifying reach and engagement.
Closing Insights
The PUMA Portugal Kit campaign wasn’t just about launching a new kit. It was about positioning PUMA as a key player in Portugal’s evolving football narrative, while resonating deeply with both traditional and modern football fans.
Through strategic storytelling and cultural relevance, we successfully celebrated Portugal's football legacy and inspired pride in the future.