Puma: We Play

For the Women’s Euros 2025, PUMA saw more than a tournament - they saw a movement. With women’s sport commanding an unprecedented spotlight across digital platforms, the moment called for something bold. In partnership with This Here, PUMA reimagined the game. "WE PLAY" was born to celebrate culture, joy, and pure love of the beautiful game.

The Brief

This Here was briefed to launch a campaign that redefined women’s football - not as performance for profit, but as a celebration of freedom, play, and cultural power.

Women’s sport is booming, from viral grassroots clips to packed pubs for Lionesses matches. Two-thirds of UK girls aged 10–17 said watching live women’s sport inspired them to play - proof that visibility sparks action.

PUMA wanted no clichés, no gloss - just power, purpose, and joy. The campaign spanned film, photography and product storytelling, spotlighting three boots: Ultra (speed), King (control) and Future (creativity), all through PUMA’s bold, playful lens.

Central to the brief was the concept that "women's football is so much more than just a sport - it's hope" and the rallying cry "TO KNOW FOOTBALL IS TO KNOW FREEDOM."

The Project

The creative idea? WE PLAY - a joyful, rebellious celebration of football through the lens of PUMA’s female athletes. It embraced nostalgia, freedom, and identity, showing that women’s sport isn't niche - it’s magnetic.

Strategic Positioning:
PUMA spotlit female athletes as more than players - they're cultural creators and agents of change. The campaign built space rather than waited for it, letting women define football on their own terms.

Visual Approach:
Photography by Hollie Fernando balanced athleticism with attitude - playful, powerful, and deeply human. Three shot types led the look:

Faces: confident, cheeky, joyful
Action: immersive and dynamic
Perspective: bold, stylised drone and overhead shots

Design was clean, consistent, and full of movement.

The Impact

The WE PLAY campaign shifted women’s football marketing from serious competition to joyful celebration, putting freedom and play front and centre. By championing female athletes’ power over aesthetics, PUMA showed how brands can connect authentically with the evolving culture of women’s sport.