PUMA Global Brand Campaign

Sports psychology and modern culture revealed that fast unlocks a new perspective. For the fastest, the game moves slower, the playing field looks bigger, next plays are anticipated, and moments for victory are created.

‘Seeing the game different’ is a kind of superpower. For athletes, PUMA unlocks a faster perspective of the game that reveals new dimensions of athlete performance.
“See The Game Like We Do” is an invitation for fans to see the game like Puma athletes, and win in a way only the fastest can.

MATTE developed a fully integrated campaign that brought PUMA’s distinct vision of the game to life across TV, OOH, social, retail, and e-commerce.

The global campaign will continue to unfold and evolve across The Year of Sport, with each milestone moment on the calendar adapting to regional markets, sports, teams, and athletes.

Transcendent athleticism, where the surreal is reality. “See The Game Like We Do” campaign content romanticizes and celebrates a vast spectrum of athletic disciplines, all of which are explored through PUMA’s distinct vantage point of ‘Fast’.

Over the course of 10 shoots, we captured stunning visuals across 8 cities in 5 countries, the output was 124 films and 98 key visuals. Our filming locations spanned vibrant cities such as Barcelona, Charlotte, London, Madrid, Manchester, Miami, Milan, and Rio de Janeiro, each adding a unique flair to the creative narrative.

Imagery transports viewers directly into the heat of the moment: screaming past defenders, soaring far beyond the world record and striking the game-winning goal.

A bespoke lenticular effect provides a visual through-line, making the campaign both striking and recognizable in OOH and digital applications. Because the Year of Sport has three distinct moments, the campaign was designed with versatility in mind. Every image is an invitation to: See the Game Like We Do.

Extending beyond the core campaign is a world of spin-offs and brand new opportunities for envisioning how everyone sees the game in unique ways. Inspired by the otherworldly abilities of iconic comic book characters and narratives, MATTE has laid the groundwork for these concepts to exist and grow across social, digital and more. From realist treatments to otherworldly executions, PUMA’s social teams have already begun to take Forever. Faster. in new directions.