For the launch of the 2021/22 season home shirt, Puma and Olympique de Marseille (OM) launched a punchy ‘Marseille In The Blood’ campaign which puts cultural specificity at the core of the creative.
Developed in harness with agency La Fourmi, the campaign aims to tell a story of Marseille pride, passion and energy – the characteristics that the joint marketing team believe animate and inspire the community. The ‘Marseille In The Blood’ idea is about the gut feeling, the state of mind that is felt throughout the city which lives in every supporter and animates all the players who pull on the jersey. It aims to showcase the extra, added soul that makes OM a unique club.
The idea is that while the city, the people and the club continue to reinvent themselves, there share an unchanging visceral passion which brings the city to life and inspires the players. An the new jersey and its marketing campaign aim to acts as a bridge between the glorious past and the promising future.
The campaign’s hero film is fronted by Eric Di Meco (a beloved club legend and former French national team star) and a new born baby. It sees the team’s former left back and 1993 UEFA European Champion play the role of messenger to impart the club’s soul, history and values to the new fan who represents the next generation of OM supporters who will shape the club’s future based on its past.
As the campaign copy states: ‘Whether you are old or young, small or large, from the north or the south, or out on the field or in the stands, we all have Marseille in the blood’.
Led by a spearhead spot which rolled out in May across Puma and OM’s own proprietary digital and social platforms, Marseille Is In Our Blood offers good new to the youngest fans: “You are not alone, we are millions, we are everywhere: we are your family.”
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@pumafootball │ #MarseilleIsInOurBlood │ #MarseilleDansLeSang pic.twitter.com/uKF2X6Rx87— Olympique de Marseille (@OM_English) May 14, 2021
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The new home shirt will be worn by OM’s men’s, women’s and youth teams through next season and debuted on the pitch on 16 May during the OM v Angers match.
The new kit’s design and marketing campaign celebrate the passion which connects all fans and also a defining period in the club’s history: when OM claimed European victory on the grandest stage of all in 1993 when Marseille beat Milan 1–0 with a 43rd-minute goal from defender Basile Boli to become the first French team to win the European Cup.
The new white jersey reinterprets the classic 1993 v-neck, while blue stripes on the sleeve add a modern touch. The blue panels on the side of the jersey compliment the stripes and the city’s coat of arms is displayed on the neckline to honour the heritage and history of Marseille.
The new home shirt is made from 100% recycled polyester with advanced PUMA dryCELL thermoregulation technology to ensure uncompromising fit and mobility, keeping the athlete dry and comfortable.
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