Newcastle United wanted to be presented in a less serious, yet respectable, way. This is the key reason they chose PUMA as their sponsor. The goal of the campaign was to promote the team’s new kits through the story of the athletes’ bizarre pre-game rituals. You may not change your underwear for a season, someone else may paint their toenails before the game, but no matter what you do, it’s all for the love of the game.
The messaging of the campaign fell under the current PUMA Football communication of Love Equals Football.
Responsibilities: concept, art direction, and design
Photographer: Marc Leucreuil
The messaging of the campaign fell under the current PUMA Football communication of Love Equals Football.
Responsibilities: concept, art direction, and design
Photographer: Marc Leucreuil
