Puma – With heart. For Czechia.
Client
Capabilities
Date
08/04/2024
Puma and the Czech Football Association have unveiled the new kits for the national football teams. The activation campaign "With heart. For Czechia." stems from Puma's brand platform "Forever. Faster." and their strategy "Forever. Better." It aims to awaken national pride among all football fans while also driving interest in the new Puma national football kit. This campaign unites the love for the Czech Republic and football through wearing the new kits, which are distinguished by a recurring motif of the Czech lion, symbolizing fearlessness and pride that are intrinsically linked to the national team's DNA.
Featuring players like Mojmír Chytil, Patrik Schick, Tomáš Vlček, Jaroslav Zelený, Lukáš Provod, and Gabriela Šlajsová, the campaign will utilize digital channels, social networks, outdoor advertising, and Puma partner stores, all with kits that will be on sale for two years. On this occasion, Puma not only ceremoniously unveiled the kits for the upcoming two seasons but also emphasized its commitment to sustainability and community support. The new kits are made using recycled materials as part of the RE:FIBRE program, giving a "second chance" to used materials.
Thanks to the collaboration with the Veronika Kašáková Foundation, the new kits give a second chance also to the children leaving children's homes. Puma's contribution of a quarter million crowns kicks off a public fundraising campaign, allowing the connection of sporting enthusiasm with a good cause. The campaign "With Heart. For Czechia." thus reflects not only pride and national spirit, but also responsibility towards future generations.
The creative and production of the campaign was done by Girl&Bear, an in-house design and production studio of VCCP.
