With the launch of the Mamelodi Sundowns' 2025 football kit, Puma wanted more than just a new look for their team — they wanted to electrify fans, ignite team spirit, and connect with South African football culture in a way that truly resonated. The challenge was to create a campaign as bold and vibrant as the Sundowns’ legacy, while showcasing the new kit in a way that celebrated both the team’s heritage and their forward-looking vision.

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Football isn’t just a game in South Africa; it’s a cultural heartbeat, a shared passion, and a unifying force. Puma and the Mamelodi Sundowns wanted to harness this energy, presenting the 2025 kit as not just a piece of apparel but a symbol of pride and identity. By blending mixed-media content with live-action elements, we recognized the potential to capture the raw energy of the sport, combining digital and physical media to give fans an immersive experience that brought them closer to the players and the game itself.

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Together with 99c, we developed a multi-layered, mixed-media content campaign that went far beyond the standard jersey reveal. This campaign was a celebration, merging the bold, colorful visuals of Puma with the heart and heritage of the Mamelodi Sundowns. From interactive digital displays to larger-than-life projections in key locations, we brought the team’s new look to life in ways that were dynamic, energetic, and visually striking.

The campaign featured a mix of digital content and real-world activations that allowed fans to interact with the new kit in innovative ways. Vibrant billboards lit up cityscapes, showcasing the jersey’s design and spotlighting Sundowns’ star players, while social media teasers gave fans a closer look, building anticipation and excitement across platforms. The highlight was a powerful video campaign, combining high-energy match footage with behind-the-scenes glimpses of the players donning the kit for the first time, showcasing their pride, power, and unity. The result was a campaign that invited fans not only to witness the launch but to feel a part of it.

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The Puma x Mamelodi Sundowns campaign achieved phenomenal reach and engagement. Social media buzz hit an all-time high, with fans sharing, tagging, and commenting as the reveal unfolded. The mixed-media approach resonated deeply with audiences, generating record views and interactions, and sparking increased merchandise sales as fans rushed to get their hands on the new kit.

This campaign didn’t just launch a jersey — it set a new standard for fan engagement, capturing the spirit of South African football and creating an unforgettable celebration of team pride. Puma, Mamelodi Sundowns, and RJF joined forces to make the 2025 kit a symbol of resilience, strength, and unity, bringing fans closer to the game they love and showcasing the power of integrated, mixed-media storytelling.

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