To meet the creative challenges, we made a film that was halfway between an advert and a short film, without adding up sports images and muses as you can see in some manifestos. To create an authentic film, different from the competition, with personality. Be fearless, be bold. It is with this unique will that the script of this film was written: from the choice of the soundtrack influenced by English grime, through the casting of the football obsessed teens, to the clothing choices of the actors, nothing was left to chance in order to capture the audacity of this young generation. A powerful statement, that doesn’t take itself too seriously, in line with the brand's values. Beyond soccer, this new mantra "Fearless" is a brand motto and will accompany the launch of a complete product campaign for the arrival of the World Cup.

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 Football obsessed teens 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, it is to feed on the words of critics to become greater, it is to privilege action rather than result. But it is also to stand up to the older players on the local pitch or to change the music at a party... By repeating this word like a mantra throughout the film, the characters make "Fearless" exist in each one of us.

Reach on all Puma social channels with engagement from audience and the star players. Launch of Generation Fearless perceived as a a powerful statement, that doesn’t take itself too seriously, in line with the brand's values. Beyond soccer, this new mantra "Fearless" is a brand motto and accompanied the launch of a complete 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.