Celebrates the Mediterranean

For the launch of Olympique de Marseille’s Away kit for the 2026-2027 season, PUMA and OM wanted to anchor the campaign in a simple idea: Marseille as a proud Mediterranean capital. The Away kit pays tribute to a shared origin, “from the same sea”, connecting Marseille, Athens, Algiers and Genoa through a common imagination shaped by football, local culture and a strong sense of belonging. SPK supported this kit activation by building a content creation system designed to tell the story of this connection between Mediterranean shores. The approach was based on authentic characters, Mediterranean settings and profiles able to bring a local perspective on their city, while maintaining a genuine link with Marseille and OM. The content plan included static assets to highlight the kit, the people and the places, as well as videos designed as aesthetic postcards, combining still shots, local atmospheres and testimonials about Marseille and the club. The campaign was designed as a complete social media activation, structured around a summer-inspired Mediterranean storytelling. The planned formats included a teaser video, a narrative capsule titled “Marseille, heart of the Mediterranean”, an editorial carousel around the “kit of the Mediterraneans”, product-focused content and photo/video carousels dedicated to Algiers, Athens, Genoa and Marseille. This publishing plan made it possible to roll out the launch across PUMA France, OM and associated profiles’ channels, with a coherent, progressive digital communication approach adapted to each city.