The concept was created due to the unconformity generated by the shirt design and the fact the fans didn't like it, despite the latest team's victory.

Our challenge was to remind people of the team's legacy and colours, and revive their passion for the club. Because being a puma does not depend on a sponsor and much less a t-shirt...The campaign introduction was made by 3 phases proposing to the fans their participation and highlighting their contributions:1. A guerrilla invasion with elements which revived the team's legacy2. A website3. A special uniform designed by its proposals

Despite the campaign efforts, PumasFC was loosing all their matches. People blamed the Puma shirt.

The final stage of the campaign consisted, in gather all the website comments about the shirt and converting them into a creative proposals, giving us the chance to think actions based on the fans' interests.In the Pumas' derby game versus Las Aguilas del America, we launched a shirt with history: The Retro Puma shirt design was introduced among the fans. Pumas won the match converting the new shirt into an amulet.

The day after, the Retro Shirt was sold out in all Puma's stores.