Brand building with PUMA and AFCON

The brief

For our project with PUMA, we set three key objectives:

1. To raise public awareness of PUMA’s commitment to African football growth and the recent long-term agreement with Confédération Africaine de Football (CAF) ahead of the 2023 African Cup of Nations (AFCON)

2. To increase brand affiliation with AFCON by driving PUMA mentions in media articles on the tournament.

3. To spotlight PUMA’s internal spokespeople and ambassadors through brand-building storytelling, highlighting PUMA’s historic connection to African football, and commitment to growing the football landscape in the continent.

The approach

To celebrate the latest partnership and highlight PUMA’s role in the African sports landscape, we tapped into global media interest in AFCON by utilising PUMA’s talent ambassadors to promote the brand’s support and activity within the tournament.

To tell the story of PUMA’s connection to African football and highlight why the latest partnership is another indication of the brand's commitment to growing football in Africa, we secured interviews with Johan Kuhlo, General Manager EMEA Distribution, in key sports business publications.

We worked closely with internationally celebrated football talent, and Captain of defending champions, Senegal - Kalidou Koulibaly and pitched high-reaching local and global media outlets to offer them interview time with Kalidou, as well as sharing key messaging and assets from PUMA.

The results


Pieces of coverage


Exclusive interviews with top-tier press


Total reach


Of 3 interviews included PUMA brand mention in headline