Background:

In the realm of sports jersey launches, especially with teams like Olympique de Marseille, PUMA faces a significant challenge. Often, the club's prestige overshadows the brand, leaving little room for PUMA's identity to stand out. This presents an intriguing marketing puzzle.

Brief:

Here's the challenge: PUMA aims to assert its presence in a sea of club-centric fervor. The brief demands a stroke of genius, a bold move embodying PUMA's ethos of daring, unconventional, and boundary-pushing. It's a call to action that beckons creativity and innovation.

Objectives:

The mission is clear: PUMA seeks to carve out its own space in the limelight amidst the backdrop of club tradition and loyalty. The goal? To not only showcase PUMA's unwavering support for the club but also seamlessly integrate its own brand narrative. It's about striking the perfect balance between paying homage to the club's heritage and staying true to PUMA's distinct identity.

In Marseille, unity and energy are the basis of all great successes. Here, the history of a club and a city is written beneath our feet. To tell this story, Puma imagined a field 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?

Before their very eyes and beneath their feet, the new home and away jerseys emerged, donned respectively by the deities of land and sea, echoing the origins of the Phocaean city.

Thus, PUMA and the advertising agency have crafted the inaugural jerseys that unfold through the fervor of an entire populace, on a field specially arranged for the occasion. A new chapter in the Club's history was thus inscribed beneath the feet of the youngsters.

The OM Supporters: They are the heart and soul of the club. Their unwavering loyalty to Olympique de Marseille is undeniable.

The Residents of Marseille: The city of Marseille shares a unique bond with its club. Any change must be perceived as a celebration of this Marseille identity.

Football Enthusiasts: OM boasts a global fan base. The jerseys must transcend borders to captivate the hearts of football enthusiasts worldwide.

We thus invited a football club to officially participate in a football tournament organized by PUMA. The teams clashed, and as time passed, the ground revealed itself more and more. To heighten the excitement of this moment, the event was accompanied by the beats of DJ Andyman, a renowned Marseille DJ, and hosted by Taylor Sossa. Between matches, the audience was treated to a spectacular demonstration by Mélody Donchet, six-time world freestyle football champion.

Implementation: The activation was executed by the advertising agency for PUMA, unveiling Olympique de Marseille's new jerseys during a youth tournament at Les Riaux. PUMA's involvement ensured branding and logistical support for the event.

Timeline: The event took place on Sunday, July 2nd, marking a significant moment in the club's history. It unfolded throughout the day, with matches, semi-finals, and finals, culminating in the jersey reveal.

Placement: The event was strategically located at Les Riaux, between the limestone rocks of L'Estaque and the Mediterrane, amplifying its significance amidst Marseille's iconic landscape.

Scale: The activation involved approximately 24 young players from FC La Castellane, aged 10 to 12 years old, adorned in PUMA gear. The event attracted fervent participation from both players and club supporters, creating a vibrant atmosphere. Additionally, the involvement of renowned DJ Andyman and foot freestyle champion Mélody Donchet added to the excitement, enhancing the event's scale and impact.

Business impact: The jersey launch resulted in significant sales, with a surge in demand for the new Olympique de Marseille jerseys produced by PUMA.

Response rate & Impressions: The reveal video garnered an impressive response rate, with 1.5 million views within 24 hours and 43,000 engagements (likes, comments, shares) on social media platforms - Only OM & PUMA. This indicates a high level of interest and engagement from the audience.

Consumer awareness: The event enhanced consumer awareness of the new Olympique de Marseille jerseys by showcasing them in an innovative and engaging way, reaching a wide audience and generating buzz.

Brand perception: The successful execution of the event and the positive response from the audience contributed to enhancing the brand perception of PUMA and Olympique de Marseille, positioning them as innovative and dynamic