Monumental Marseille

On the occasion of the launch of Olympique de Marseille's 4th limited edition kit, PUMA wanted to place this release within a deeply Marseille-rooted territory. For the first time in the club's history, a kit pays tribute to Notre-Dame de la Garde. A rare piece, worn only once, first by the women's team in a match against PSG. A powerful symbol, worthy of the local attachment. The challenge was clear: go beyond a simple product reveal to deliver a genuine brand activation, rooted in the culture of the city, capable of bringing together players, women's players, supporters, and Marseillais alike. We built a launch campaign structured around a central narrative — "What does 'Bonne Mère' mean to you?" — blending emotion, humour, and local pride. A film embodied by a Marseillaise, studio shoots with a clean art direction to showcase the kit, social media content activating the club ecosystem, and an activation at the foot of Notre-Dame de la Garde to physically engage the community. The activation plan was structured in three phases: photo and video content production, live and near-live social media distribution, then amplification through a matchday operation and influence around the women's team. A campaign conceived as a timeless tribute, in service of storytelling, digital engagement, and the international reach of Marseille.