Puma Football

v1.10 African national team away jerseys

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The main role of a year long partnership with Puma was to create and art direct a graphic narrative for the v1.10 African national teams’ jerseys. The story created was inspired by all that is authentic about football in Africa, the expression of the fans and the unique playing style of the game. The concept was a celebration of the fans connection to their team through the ritual of applying face and body paint. This direction was then translated into decorative stripes with a unique brush-stroke effect, referencing traditional football patterns. This created an African-inspired design aesthetic that was interpreted and applied by Puma to appeal to Football Federation and fans alike. At the time Puma had just launched the Love=Football global campaign, this was a major brand initiative that incorporated Puma’s huge commitment to African football. This commitment was a major opportunity for me to incorporate the away kit story into the wider brand messaging for future campaign alignment. I created the concept not only to design highly effective kit designs but also to position these kits as part of the campaign itself. The strategic vision of my original narrative for the kits was successfully integrated into the global campaign appearing in brand ads and online videos.