Puma x Manchester City

Borrowed from the past

  • OOH
  • Activation
  • Graphic Design

Launching a new football kit without showing it.

Making a new generation fall in love with a football kit inspired by an era from before they were born.

PUMA’s 22/23 season kit design for Man City was inspired by Colin Bell and the legendary teams of the 60s and 70s he was part of. But telling the story of a retro-inspired shirt to a new generation of fans around the world was a challenge.

We created ‘Borrowed From the Past,’ the first kit launch without a kit, placing posters showing Colin Bell and other iconic City players with their shirts removed, creating intrigue among younger fans and teasing the inspiration for the upcoming shirt design.

When it came time to reveal the new kit, a global fanbase was inspired to dive into their club’s history and learn more about the past