RE:FIBRE X PUMA – THE MOST SUSTAINABLE JERSEY
WHAT IF OLD KITS COULD BECOME THE FUTURE OF FOOTBALL?
WITH RE:FIBRE, WE TURNED THAT VISION INTO REALITY.
IN A VISUALLY STRIKING, NATURE-INSPIRED STUDIO SETTING, WE WATCH OLD JERSEYS BEING TOSSED ONTO A GROWING PILE — EACH ONE CARRYING HISTORY, EMOTION, AND IDENTITY. FROM THAT PILE, A NEW RE:FIBRE JERSEY IS BORN. GRASS AND TREES EMERGE AROUND IT, SYMBOLIZING RENEWAL AND CIRCULARITY.
THE JERSEY IS DISCOVERED AND WORN BY TIKTOK STAR SAI, WHOSE PRESENCE BRIDGES STYLE, SUSTAINABILITY, AND GEN Z ENERGY.
BEYOND OUR MULTIBRAND HERO AV, THIS CHAPTER DIVES INTO THE RE:FIBRE INNOVATION ITSELF. IN A SECONDARY AV, NORA, SENIOR PRODUCT LINE MANAGER AT PUMA, SHARES HOW THIS JERSEY REPRESENTS A TURNING POINT — AND HOW IT FELT TO WEAR HER FIRST FOOTBALL KIT.
AS PART OF OUR MEMBERSHIP INITIATIVE, WE INTRODUCED A GIVE-BACK LOOP:
CLUBS AND MEMBERS WHO COLLECT AND RETURN A CERTAIN AMOUNT OF OLD KITS ARE REWARDED WITH EXCLUSIVE RE:FIBRE JERSEYS — MAKING SUSTAINABILITY BOTH TANGIBLE AND WEARABLE.
THIS CAMPAIGN WASN’T JUST A PRODUCT LAUNCH.
IT WAS A STATEMENT ABOUT RESPONSIBILITY, INNOVATION, AND LEGACY.
OUR ALLY: SAI
OUR PARTNER VOICE: NORA (PUMA)
OUR MISSION: TO LEAD FOOTBALL INTO A MORE CIRCULAR FUTURE — ONE JERSEY AT A TIME.
CREW
11teamsports
BRAND: ADIDAS / NIKE / PUMA
PRODUCTION: 100BLACKDOLPHINS
BRAND DIRECTOR: JOHANNES MULERT
CONTENT LEAD: NELSON NDONGALA
CAMPAIGN LEAD: JAN GEHRING
REGIE / DOP: SEBASTIAN TH. BRUNE
1.AC: DUNG NGUYEN
LIGHT: HANNES SCHINDLER
GRIP: NEMANJA GAVRILOVIC
PRODUKTION: JAKUB RZUCIDLO
PRODUKTION: HELENA MICHL
PRODUKTION: PABLO GEIGER
H&M: ANGELINA MARRANDINO
CONTENT CREATOR AUDIO: MAJD MURAD
CONTENT CREATOR BTS: BERAT OZULUSAL
CONTENT CREATOR: TAISYA JEVTIC
CONTENT CREATOR – SOCIAL: MARCO MARKYTAN
SOCIAL: JACUB JONAS
CAMPAIGN – NIKE: PAUL ODENDHAL
CAMPAIGN – PUMA: OMODARA OLUWASEUN
CAMPAIGN – ADIDAS: BJÖRN SCHREWE
OPERATION: ALESSANDRO COSTA
DESIGN GTM: ALEKSEY MAKAROV
VIDEO: KWAMI TENDER