1975
PUMA OG'S

July 2023

Create branding/visual identity for the PUMA 1975 OG’s Rematch, an event held on Cockatoo Island to honour the trailblazing players of the 1975 Asia Cup and support the next generation of female athletes. The scope included logos and lockups, player kits, court design, campaign posters, billboards, boundary signage, printed collateral, and a full suite of social media assets.

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Drawing inspiration from the land on which the event took place, Cockatoo Island, NSW; along with an artwork by Indigenous artist Brittany Paulson. This artwork informed the colour palette, patterns, and visual language used throughout the campaign.The result was a bright and bold, meaningful system that brought heritage, sport, and culture together as one.

The event was a huge success with a lot of content captured in celebrating the pioneers of women’s football. “

The final creative output delivered an impactful visual presence that both Bursty [creative agency] and PUMA [client] were extremely proud of.

The campaign was lauded by industry publications and won awards for its effectiveness and creative storytelling.
It was named one of the "Best Women's Sport Campaigns of 2023" by team heroine.

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Puma Footy Australia is a key part of Puma Australia's business, focusing on the local football market through strategic sponsorships, retail partnerships, and marketing. The business engages in activities like sponsoring major AFL and NRL clubs, partnering with retailers like Rebel Sport, and creating targeted campaigns and in-store experiences to connect with fans and drive sales.

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PUMA's "1975 OG's" initiative is a marketing and sponsorship campaign that partnered with the first national women's football teams of Australia and New Zealand to honor their 1975 Asian Cup participation. The campaign's business objective was to drive brand narrative, celebrate the historical significance of these women in women's football, and connect with a new generation of female athletes through a storytelling and sponsorship approach that highlighted legacy and progress.