There is nothing more like a jersey launch than another jersey launch. But with Puma, when we talk about OM, we always do things the Marseille way. To tell the spirit of this people. To remind people that here, we do things like no one else. .

In Marseille, unity and energy are the basis of all great successes.

Here, the history of a club and of a city is written beneath our feet.

To tell this story, Puma imagined a pitch with deliberately degradable paint, allowing the new jersey to be revealed according to the energy displayed by Marseille's youth on the pitch. Youth, creativity and energy, what could be more Marseille-like?

As an equipment supplier, Puma thinks the stakes are high : How can we present the new 2023-2023 jerseys to the people of Marseille, without damaging the Olympique de Marseille heritage, and win over the public ?

Puma imagined a pitch with deliberately degradable paint, allowing the new jersey to be revealed according to the energy displayed by Marseille's youth on the pitch. Youth, creativity and energy, what could be more Marseille-like?

Unveiling the shirts during a tournament of young players was a unique and relevant approach.

Firstly, it turns the traditional notion of a static, media-driven launch on its head, making it participative and interactive by integrating Marseille's youth.

Secondly, this approach creates an authentic and engaging experience, allowing fans to feel the excitement of soccer in addition to seeing the shirts. Transforming the ground into a living fresco adds a memorable artistic dimension, turning the shirts into ephemeral works of art that reflect the essence of Marseille and OM.

Finally, this idea highlights the city's youth, local community and heritage, showing that soccer is a source of inspiration and hope for young local talent.

A strategy based on three key pillars:

Strengthened Emotional Connection: Jerseys are much more than fabrics. They are the emotional links between supporters and the club. Our aim is to strengthen this connection by telling the story of Marseille and OM.

Community inclusion: By actively involving FC La Castellane's young players, we strengthen the link between the club and Marseille's youth. This demonstrates puma's commitment to the local community.

Creative Challenge: The challenge is to rival the prestigious history of Olympique de Marseille while remaining true to our own brand identity. Creativity is the driving force behind this undertaking, transforming jerseys into modern, timeless statements of belonging.

This activation took place at the summit of Les Riaux, amidst the limestone rocks of L'Estaque and the Mediterranean Sea.The program was clear for the 24 PUMA branded players from head to toe. There were 20-minute matches, two semi-finals, and a small and a grand final, fervently followed by the coaches of Football Club de la Castellane.

To add to the excitement of this moment, the event was set to the rhythm of DJ Andyman, a renowned Marseille DJ, and hosted by Taylor Sossa. In between matches, the audience enjoyed a high-flying demonstration of Mélody Donchet, a six-time world champion in freestyle football.

A day filmed and transcribed into a 24-hour video to publicly reveal the new shirts to the world the day after the tournament.

No paid media, just the power of the Olympique de Marseille, Puma and club fans' social networks.

1.5M views for the reveal video in the first 24 hours

2.5M impressions

400K reach on teaser own social media fr

43K engagements

An operation warmly welcomed by the French and international press, as well as by the first people involved: Olympique de Marseille fans! Proud of their club's audacity. Pleased with their sponsor's special attention to their club's heritage and respect for its values.