World Cup Campaign

As PUMA sponsors many African teams and a range of different projects in Africa, the 2010 FIFA World Cup in South Africa was an important topic for PUMA retail to communicate in the European cities. The facades of London, Paris, Milan and Berlin were adorned with huge 3D PUMA balls, breaking through the glass panes or the brickwork. Display windows, pillars, walls, tables and steps were filled with African images and props such as custom-made "Africanised" football tables with invitations to local events.