UEFA Women’s Euro Cup
2025
UEFA Women’s Euro Cup 2025 is more than a tournament. It’s a long-term movement to empower women, reshape the game, and connect with fans through values they believe in.
• Creative Direction • Brand Strategy • Global Project Management •
In a Nutshell
For the UEFA Women’s EURO 2025, we transformed the jersey designs of Portugal, Iceland, and Switzerland into bold 3D art, turning product storytelling into a striking visual statement.
No distractions. No add-ons. Just the product, front and center, amplified through scale, texture, and light. The result: A premium, high-impact expression of the tournament’s identity and innovation.
Scroll down to see how we brought it all to life, from concept to final execution.
Design Elevated
This approach builds on PUMA’s existing work in a bold, eye-catching way. It also speaks to two key audiences for the tournament:
The Football Fan: The jersey looks striking, with designs rich in national identity and visual pride.
The Football Culturalist: To connect with this group, we need to go beyond the game—merging football with art, design and culture.
Moodboard
The moodboard follows a sculptural, gallery-inspired approach. Each of the three artworks blends natural elements—stone, water, flowers, sky—to express national identity. Portugal’s piece features turquoise sea pools shaped like the Quinas set against golden rocks. Iceland combines volcanic rock with ice, while Switzerland highlights stones and mountains.
Iceland
Portugal
Switzerland
Creative Process
Here’s the step-by-step process of how we created the final assets. For this campaign, we collaborated with Rascal Agency from the UK to bring these pieces of art to life.
Portugal
Iceland
Switzerland
Key Highlights
Focused on amplifying visibility for women’s football on a global scale.
Created inspiring visuals that portrayed women athletes as leaders, not just players.
Played a key role in shifting perceptions around the Women’s Euro and its cultural significance.
Bringing It To Life
In the end, we successfully crafted a captivating 3D artwork that not only showcases the jerseys but also brings each nation’s unique natural environment to life. This piece seamlessly blends the design elements of the shirts with the essence of their cultural landscapes, creating a powerful visual experience that resonates with both football fans and cultural enthusiasts alike.