Sportswear company Puma teamed up with Modibodi (a global clothing brand that specialises in absorbent apparel) and Aussie football side Brisbane City FC for a March campaign called ‘Take On The Game’ celebrating the third drop of their best-selling active period underwear range.
The campaign, developed by Modibodi’s in-house creative team and The Pool Collective, is built around ensuring all athletes feel comfortable to not just play during their period, but to dominate.
Designed to align with both Puma’s and Modibodi’s positioning: the collection and its campaign focus on providing superior performance through the German sportswear brand’s world class expertise and experience and the period underwear category company’s fabric technology innovation.
Breaking on 9 March, the integrated international campaign spans digital and social platforms and the creative features players from Brisbane City FC: an Australian semi-professional football club which was originally founded in 1952 and who formerly played in the National Soccer League until relegated to state competition and currently it second in the NPL Queensland.
The marketing is spearheaded by a hero spot titled’ Take On The Game With PUMA x Modibodi’ which champions the collection as being ‘period underwear in a league of its own with three new styles made to absorb your period and sweat, keep you fresh and dry way beyond the final whistle’.
The creative runs with the copyline: ‘You take on the game, we’ll take care of leaks’.
“We wanted to create a campaign to destigmatise the challenges of menstruating whilst competing and show athletes a new world in which they can feel confident and supported to play while they bleed,” outlined Modibodi CMO Liana Lorenzato. “We wanted to remove anxiety and the fear of leaking so athletes can focus on their game, not their period.”
“As someone who menstruates and plays soccer in a white uniform, I can attest to the discomfort and anxiety that combination can create, particularly when you are young,” commented Modibodi ambassador and Brisbane City FC Captain Jamilla Riley. “You spend your time shamed by the fear of leaks, and it can take all your mental strength to refocus on the game at hand. That’s why I’m such an advocate of the new PUMA x Modibodi active period undies. Their latest campaign is bringing much-needed innovation to the sportswear market and, as a player, that’s really liberating!”
The campaign was developed in house in partnership with production company The Pool Collective where the team included Photographer Juliet Taylor, Executive Producer Courtney Lewis, Producer Sarah MacKinnon, Chief Marketing Officer Liana Lorenzato, Marketing Director Dalia Adler, Communications Director Lucy Lamming, Creative Lead Grace O’Brien, Lead Copywriter Jacqueline Kennedy, Art Direction Lead Lucie de La Chaise, Creative Services Manager Simone Manuputty, Brand and Marketing Manager Caitlin Lilley, plus Brand and Marketing Coordinator Michelle Baker.
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