PUMA is replacing Nike as the Premier League sponsor after 25 years. We needed a big and exciting way to announce it.
But confidentiality agreements meant we couldn't name the Premier League, show its logo, or reveal any details until the official kick-off.
We turned PUMA’s logo into a lion. Our takeover appeared all over London and Manchester, across OOH sites and digital channels.
We let our logos do the talking.
By merging the iconic Premier League lion with our own Puma, we visually announced our new sponsorship without needing to explicitly name the league.
We altered one of London’s most recognised landmarks - the Trafalgar Square Lions - to indirectly recreate the classic Premier League logo.
We worked with The Berry (a CGI studio) to craft something that looked hyper-realistic, so we could engage people and hint at our news without revealing too much.
