The competition (Nike, Adidas) owned 98% of the soccer market, had better brand recognition, and a much bigger media budget.

But soon, Puma’s pain point was a point of pride: “We’re not like everyone else, and neither are you. We’re the few. The 2%. Together, we’re the outsiders, the rebels, the challengers — the ones who come from nowhere to change the game everywhere.”

Through a series of activations, Puma told an inspiring and unexpected brand story at practices, tournaments, and clubs across North America.