On November 20, the World Cup of soccer will begin. An event that allows the greatest footballers to shine on the roof of the world. A real motivation for the athletes, a way to make history, to prove their determination and to show that their game is unique.

An event that the PUMA Fam could not miss and for which the brand decided to create a branded film "Welcome to Generation Fearless!" A powerful statement, in line with the brand's values. A new "Fearless" mantra that also accompanies the launch of a full product campaign for the arrival of the World Cup with the launch of new pairs of Future and Ultra, sporting new colors, visible throughout the film.

The challenge for the brand: how to embody the notion of invincibility, the "Fearless" spirit, on and off the pitch, while including all the key players of the PUMA family?

The film features FOTs (Football Obsessed Teens) and the PUMA Fam.

One morning, during a discussion on the bus, one of the young characters in the film innocently mentions Neymar Jr.'s "Fearless" state of mind during play. This word resonates with his friends and comes to life throughout the film. In one scene after another, players and FOTs challenge each other in a world where you must dare to become the most "Fearless" possible, on and off the field. To be "Fearless" is to have a career as a player and a career as a mother at the same time, it is to feed on the words of critics to become even greater, it is to privilege action rather than the result... By repeating this word like a mantra throughout the film, the characters make "Fearless" exist in each one of us in all situations.

"Fearless" is the impetus for PUMA to endorse the brand and reach the hearts of fans faster than ever.

The players are inspirational role models for these young people and are inspired by them. They adopt their codes, their styles, their attitudes. It is this cultural back and forth that is illustrated in this brand film featuring PUMA players and the generation that follows them.

Be fearless, be bold. The script for this film was written with this in mind: from the choice of soundtrack influenced by English grime, to the casting of the FOTs, to the clothing choices of the actors, nothing was left to chance in order to capture the audacity of this young generation.

A worldwide media plan to promote the release of the film :

- On cable and satellite TV (America and South Africa for 4 months).

- Digital, broadcast worldwide for one year on all digital supports in paid media, including but not limited to social networks, websites... In closed circuits, showrooms, conferences, fairs, - DOOH public spaces. The film will also be broadcast in the UK in partnership with Klarna on digital media.

The campaign launched in mid-November has not yet had enough time to provide us with measurable results.

However, we have received very supportive worldwide media coverage for this campaign, with no less than 70 press articles relaying the film.