Puma is King of the pitch

It goes without saying that if it's good enough for Maradona and Pele, it's good enough for anyone.

This new campaign introduces the Puma King Mundial Super-Archive, a reworked of the classic Puma King football boot work by the aforementioned footballing legends. 

Created by FootballCo and Bullion, the 130-second film is an engaging and entertaining journey that also highlights the attributes and origins of a boot that is suitable for all levels of the game, from Sunday league to the Champions League.

Directed by Joe Wilson, the film sees a player in the middle of a match chosen to pick up the new boots... from Germany. At Puma's headquarters he's met by another legend of the game, World Cup winning German player Lothar Matthäus, who grumpily points our courier in the right direction. 

If you've already read today's article about how nostalgia in advertising can be a powerful tool, then you'll recognise that this Puma spot perfectly sits in that space. 

"In many ways, tapping into nostalgia is a way to honour the past while setting the stage for the future," said James Willis, Creative Director at Bullion. "In the world of sports, and specifically football, there’s an emotional connection to the game that transcends generations. Older fans remember the 'golden era' of their youth, while younger fans are looking for ways to tap into that same sense of tradition, history, and identity. By acknowledging and pulling from those nostalgic elements, whether it’s the iconic moments, the legacy of past heroes, or even the aesthetic and feel of football culture from decades ago, you can create something that resonates on a deeper level.

"Now, the key difference here is that many new companies or startups jumping on the football culture bandwagon are often only concerned with capitalising on trends. They may create flashy products or experiences, but they tend to lack authenticity, and they don't necessarily honour the heritage of the sport. This is where nostalgia comes in as a tool for distinction. By weaving in aspects of football's rich history and cultural significance, you show that the brand or project is grounded in the heart and soul of the game. It's not just a short-term marketing move; it’s a commitment to preserving and evolving what makes football so special. 

"The real power lies in the ability to show that nostalgia isn’t just about looking back — it’s about understanding the past deeply and using that understanding to build something even more powerful and meaningful for the future. It’s a sign of respect for the culture and a promise to carry it forward."