| Story | Puma imagined a pitch with deliberately degradable paint, allowing the new jersey to be revealed according to the energy displayed by Marseille's youth on the pitch. Youth, creativity and energy, what could be more Marseille-like?Unveiling the shirts during a tournament of young players was a unique and relevant approach.Firstly, it turns the traditional notion of a static, media-driven launch on its head, making it participative and interactive by integrating Marseille's youth.Secondly, this approach creates an authentic and engaging experience, allowing fans to feel the excitement of soccer in addition to seeing the shirts. Transforming the ground into a living fresco adds a memorable artistic dimension, turning the shirts into ephemeral works of art that reflect the essence of Marseille and OM.Finally, this idea highlights the city's youth, local community and heritage, showing that soccer is a source of inspiration and hope for young local talent. |
| Philosophy | July 2nd, a new chapter in the history of the legendary football club Olympique de Marseille was written beneath the feet of around twenty young players from Marseille. Olympique de Marseille’s two new jerseys for the 2023/2024 season were unveiled by PUMA during a tournament that brought together players aged 10 to 12 from FC La Castellane. The activation, conceived and produced by the agency LaFourmi for PUMA, took place at the summit of Les Riaux, amidst the limestone rocks of the port L'Estaque and the Mediterranean Sea. A competition – 20-minute matches, 2 semi-finals, a final, and a third-place playoff – with 24 players, branded in PUMA from head to toe, fervently followed by the coaches of the Football Club de la Castellane Fervor reigned on the pitch as well, where, to the surprise of onlookers, the 2 new PUMA jerseys for the 2023/2024 season were gradually revealed. As the young players played, tackled, attacked, and defended, the paint on the field faded away, unveiling an epic mural in the club’s colors. Beneath their feet, the new home and away jerseys emerged, in a painting where they were worn by deities of the land and sea, echoing the origins of the city of Marseille. PUMA and their agency LaFourmi created the first jerseys to be unveiled through the passion of an entire community, on the specially-prepared pitch, writing a new chapter in the Club’s history... To add to the excitement, the event was set to the beats of DJ Andyman, a renowned Marseillais DJ, and hosted by Taylor Sossa. In between matches, the audience enjoyed a high-flying demonstration by Mélody Donchet, a six-time world champion in freestyle football. |