The Brand: Portuguese Football Federation

The Campaign: The first Portugal x Puma kits

Brand Challenge: To announce the first ever Portugal kits, together with Puma. After the end of an almost 3-decade partnership with Nike, the announcement of the first ever kits with Puma would be one of the main moments of communication for the FPF and for the sports brand itself. It wouldn't just be another launch, but something that would have to be special, that would tell a story that would set the tone for this historic partnership in football. A challenge, not because of the creation of content, but because of the way in which we would introduce a positive and motivating message to players and fans.

Strategic Approach: The approach for this launch would have to take into account two important factors:
- Something that would be relevant and differentiating for Portugal and its fans;
- Something that would made sense for Puma in this new connection.

It’s difficult to talk about Portuguese football without mentioning the achievements from the past. But these are couldn’t be remembered as they were obtained with other brands. Therefore, regardless of the glorious past of the Portuguese National Teams, the path would have to be different. Thus, the approach involved a vision of the future. In what (we all hope and believe) will be achieved by Portugal, by the players who wear our flag on their chest, in football, futsal, beach football and virtual football.

Creative Idea: Faz História - History needs Makers
Together with the Puma, a concept was created focusing on the history that will be written together by the best Portuguese athletes from all national teams in the next years. The ones that will give history something to talk about.

A special set was created for players to highlight this concept. A mix of references from the Past (red velvet) and the Future (modern lights). The empty frames symbolize the history that will be created by Portugal on the biggest stages of international football.

Credits
CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Account Manager: Ruben Ferreira
Partner: Puma

Players Content:
Agency: Uncommon
Video: Pluma
Photography: Diogo Pinto
Production Service: Garage Films

Puma Concept Video:
Producer: Davide Vicari
Production: Maria and Mayer