A New Season Kit Launch…Minus the Kit

PUMA’s Kit Sponsorship for Man City Teases Fans with Legendary Players With Missing Shirts by DUDE London

Premiership football club Manchester City have launched their new 22/23 season kit which is designed by PUMA with a retro feel. The kits are inspired by legendary midfielder, Colin Bell who is widely regarded to be one of the club’s finest-ever players during the late 60s and 70s, and the design pays homage to an amazing legacy while looking to the future of the club, and fan culture of today. With the concept of ‘Play Forever’, the new kit takes the iconic Man City sky blue but uses a central club crest to evoke the City shirt designs of the past.

The outdoor awareness campaign was created by independent creative agency DUDE London with media placements consisting of teaser digital OOH billboards and flyer style static posters leading up to the big reveal of the new kit. The sites around the city of Manchester and the Etihad Stadium feature images of Colin Bell and other Man City heroes, but with their famous shirts missing from the image, with the messaging of ‘Play Forever’ and ‘Worn by the greats. Then and now’.

The teaser visuals on the poster sites were then replaced with new ones featuring current players from the men and women’s teams proudly sporting the new PUMA kit, including first team player Phil Foden, Kevin De Bruyne and women’s team player Vicky Losada.

Josele Angulo, Senior Manager Teams & Federations Activations Teamsport PUMA said: “PUMA are thrilled to be launching this new season kit with Man City which pays homage to their legends of the past, those great players who have contributed to the clubs rich history and the world of sports, which is very much a PUMA ethos.  The teaser and reveal stages of this campaign allowed us to work with DUDE to perfectly connect the past and present of Man City’s heritage.”

DUDE London ECD, Curro Piqueras added: “With the new kit having such a close link to a club icon and glory days for the club, we took a similar approach in bringing the concept of Play Forever to life with our campaign. It was important to pay tribute to the past and celebrate the legends that helped make the team what it is today, while giving a new generation of fans something exciting to look forward to.”

Media placement was by Havas Media.


Client: Puma

Borrowed from the Past Idea: DUDE:London

Media: Havas Media Spain – Barcelona

Video Maker: Ignas Jazerskis

Puma/Man City New Home-Kit Pictures and Video: Laced

Post Production: DUDE:Milano

Source: DUDE

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