The Brand: Portuguese Football Federation

The Campaign: The first Portugal x Puma kits

Brand Challenge: Announcing the first-ever Portugal national team kits in partnership with PUMA marked a defining moment for the FPF and the sports brand. Following the end of an almost three-decade partnership with Nike, this launch was far more than just a new kit—it was a pivotal communication event that would set the tone for a historic new era in Portuguese football. The challenge was not simply to create content, but to craft a narrative that would inspire both players and fans, delivering a positive, motivating message to signal the start of this significant partnership.

Strategic Approach: For this launch, it was crucial to address two key factors:

Relevance and Differentiation for Portugal and Its Fans:
The campaign needed to resonate deeply with Portuguese identity and pride, standing out from previous launches.

Meaningful Connection for PUMA:
The approach had to reflect PUMA’s values and vision as a new partner, ensuring the brand’s voice was present and authentic.

While celebrating past achievements is essential in Portuguese football, these accomplishments were associated with other brands. Therefore, the campaign focused on a forward-looking vision—emphasizing what Portugal and its athletes (in football, futsal, beach soccer, and virtual football) will achieve together with PUMA in the years ahead.

Creative Idea: Faz História – History Needs Makers
Together with PUMA, we developed a concept centered on the history that will be written by Portugal’s best athletes across all national teams in the coming years. These are the players who will give history new chapters to talk about.

A unique set was created for the players, blending references from the past (such as red velvet, symbolizing tradition and legacy) and the future (modern lighting, representing innovation and ambition). Empty frames were incorporated to symbolize the stories yet to be written by Portugal on the biggest stages of international football, inviting fans to imagine the achievements that lie ahead.

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