“As The Legend Goes”
Sixty years after he became Portugal’s first European best, the original PUMA KING returns in black and gold, carrying his legacy forward. More than a tribute, this collection is a statement: defenders feared him, players still feel him, and the legend lives on.
• Marketing & Creative Strategy • Campaign Direction • Global Leadership •
In a Nutshell
Eusébio was a legend, and his story still inspires.
With the PUMA Eusébio Collection, our team delivered a 360° AI-powered campaign: from AI-generated video and stills, to a 2-minute documentary, and an immersive consumer event tied to a match when Portugal played in his kit. Two weeks celebrating one of football’s all-time greats.
Proud of what we accomplished together, honoring his legacy while connecting it with a new generation of fans.
The Touch Points
We’ve crafted a full 360° campaign. From the creation of a powerful global key visual and asset rollout across all markets, to an exclusive, money-can’t-buy experience designed to elevate brand love and engagement.
Creative Direction
The campaign channels Eusébio’s Black Panther legacy, blending his instinct, power, and myth with modern visuals and a multi-generational cast. It shows how his legend connects past and present, turning the jersey from tribute into a living symbol of legacy.
A.I. Campaign
With limited footage available, our only option to create enough campaign material was to generate it through AI. We produced countless images to build what we considered essential for the campaign’s success. Below are a few test examples from the process.
Global Key Visual
The key visual captures Eusébio’s “Black Panther” legacy, his power, elegance, and instinct, reimagined through a modern lens. Artificial Intelligence became our creative tool to bring his spirit to life, blending past and present into a powerful tribute that connects generations.
The Film
Every frame of the film was generated with AI, enabling us to lead the storytelling in a way that honors Eusébio’s legacy while boldly inspiring and engaging a new generation of football fans.
Still Assets
Variations of the Key Visual
Product Only
Variations of the Key Visual
E-Com & 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.
E-Com: Consumer Journey Desktop
The journey starts at the home page, the digital storefront, moves to the category page for product navigation, then to the product page showcasing key items, and ends at the detail page, where shoppers review features and buy.
OUTCOME:
HP Visibility: 1st position - 8 days (4. -11.11)
Views: 532.5k
Clicks: 33k
CTR: 6.2%
In-Store: 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.
Consumer Experience
To bring the Eusébio Special Edition to consumers, we created a unique immersive experience in Lisbon. We brought to life the moments that defined the legend: his arrival, iconic goals, his presence on the global stage, and his lasting legacy.
The highlight: the unveiling of the commemorative jersey, followed by:
An exclusive film screening
A gallery of never-before-seen images
The interactive PantheX1 challenge
A celebration with DJ, food, and drinks
Below is how we envisioned it, and how it came to life.
Social Media Outcome
The product and campaign made an immediate impact. Within minutes of launch, top specialized channels featured it, and leading creative outlets highlighted the AI-generated concept.
Across only three pieces of content, the campaign
Reached 14 million impressions
Generated 800 thousand engagements
Reached an impressive 18% engagement rate
With 88% coming from non-followers
On YouTube, the film surpassed 30k views in the first 24 hours, and the product sold out on PUMA.com in less than 10 hours.
Overall Media Outcome
The PR strategy has also overdelivered in less than 20 days. From TV to Podcasts, it was a big hit.
Reach Organic PR: 3,3M
Clippings: +41 Outlets
Earned Media Value: + 5M
On Pitch Moment
To close the chapter of the campaign, Portugal played ONLY ONE MATCH wearing this jersey, creating even more hype around the uniqueness of this product.
Closing Insights
This project confirmed that a strong product and a meaningful story create their own momentum. When both elements align, people connect, engagement rises and results follow. It becomes clear that success is not forced. It’s earned through clarity, intention and relevance.