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NBC Universal - Earth Week 2018

When Passions Team Up To New Levels

 

 

 

THE ASK

To unveil and create awareness of the new PUMA Third Kits with Borussia Dortmund (BVB) and A.C. Milan by bringing together these iconic brands for a multi-city tour across the United States, which coincided with the teams’ International Champion Cup matches.

 

THE PASSION

Puma is integral not only in helping players take their game to new levels, but also in uniting fans through shared obsessions and inspiring them to take their passions, city, and fandom to new levels. We engaged with soccer fans through their passions beyond the sport – music, fashion and street art.

 

THE ACTIVATION

Kicking off the activation in Chicago, our local Puma influencer, @danielgothits, played host, helping the team kick-off the tour in classic Chi-town style and showed how Puma takes pregame rituals to #NewLevels. A local artist recreated the iconic Sudtribune through a custom graffiti wall mural, which featured a crowd of fans outfitted in the teams jersey in front of the stadium seating – revealing the new Third Kit design. At the next stop in Pittsburgh, a new local influencer, Chevy Woods, provided BVB with an epic sendoff by creating a custom rally cry as an ode to the shared connections between the two black and yellow cities. 

As the tour moved west for the A.C. Milan stops, we created the ultimate match-up of culture and football, bringing to life the club’s DNA and the uniting energy of the sport. We merged the chic grit of the city of Milan with the West Coast cities of Los Angeles and San Francisco. Through the lens of musicians, artists, and fans, we hosted a one-night, invite-only welcome party in Los Angeles, featuring DJ Trauma, who curated a unique mix for guests, and our local PUMA influencer, Miryam Lumpini, who designed limited-edition PUMA and A.C. Milan kicks and soccer balls. The tour made a pitstop in San Francisco, where creativity and soccer collided in the place our influencers knew best – and our audience could easily access – the streets. A graffiti art piece was created to reveal the Third Kit design, with a surprise appearance from A.C. Milan players. All tour content was shared through PUMA’s channels, as well as the influencers’ social channels.

4M+

total impressions

150K+

social media impressions

20K+

social integrations

40K+

event attendees