Puma Football

Italian Football Federation

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I was commissioned by Puma to formulate the creative narrative for the Italian Football Federation home kit. The jersey was showcased in the UEFA Euro 2012™ Football Championship. Key ingredients were established to refine all aspects of the shirt. This refinement was to deliver a football jersey rich in innovation for the ultimate performance. Heritage is a fundamental element to authenticate any football shirt. The modern twist for this season made reference to the past but focussed on inspiring the future. The vision was to produce a “Future Classic”, styled with integrity and refined to perform. This tailored statement was designed for The Azzurri as a symbolism of Power. The Power theme graphic language was then filtered through the whole inline Puma Football Power range by Puma’s in-house team across apparel, footwear and accessories. In 2013 Italy qualified for the FIFA Confederations Cup™ with an interpretation of the graphic on a new jersey silhouette. The Power visual language created for this statement was extended across the marketing mix and applied across regional and global media campaigns. The original jersey was also a first for Puma as I saw the opportunity to enhance the storytelling experience across channels. This was the first piece of apparel in Puma’s history to have a QR code label to access online content.