World Cut

For the 2026 World Cup, PUMA and Pro:Direct Soccer wanted to activate six PUMA nations with strong community resonance: Portugal, Egypt, Morocco, Senegal, Ghana and Ivory Coast. The challenge was twofold: showcasing the national team collections available on Pro:Direct Soccer, and creating a setup capable of speaking to football communities beyond a standard retail format. SPK therefore conceived a cultural and event-driven activation built around an everyday space: the barber shop. The PUMA World Cut by PDS concept transforms Will Cut — a barbershop located in the 10th arrondissement of Paris — into an immersive space dedicated to football, style and pre-match preparation rituals. The journey connects online purchase directly to physical experience: after buying a PUMA national team product on Pro:Direct Soccer, participants can book an appointment via Planity and receive a free haircut on presentation of their proof of purchase. The setup includes a full rebranding of the venue, capes inspired by national kits, framed jerseys, mirror messages, dedicated signage and elements designed to bring the activation to life within the everyday rhythm of the salon. SPK also structured the operation's key moments around two community evenings — one centred on Portugal, the other on African cultures. These events combined food, music, barber experience, nail art, live content and social media formats. The activation was supported by a content plan mixing a launch video, static carousels, live stories, photos and videos published across the PUMA France and Pro:Direct Soccer France accounts, with the involvement of creators embedded in the setup.