Puma Football Jersey: Official Fan

Puma, the offical shirt sponsor of the Argentine soccer club Independiente, faced the challenge of persuading fans to purchase the team's official jersey, which was 20% more expensive than the previous edition and four times the cost of counterfeit replicas.

Puma Football Jersey: Official Fan

DDB Argentina

SUMMARY

THE ENEMY: KNOCK-OFFS

Sporting goods brands invest a lot of money in the sponsorship of football clubs. Jersey sales are one of the ways to obtain return on this investment, but this equation becomes less efficient on a daily basis due to the high level of replication of these and other products worldwide, commonly known as knock-offs.

THE CHALLENGE

Get Independiente Football Club fans to purchase the official Puma jersey, at a cost four times higher than the replica, and a 20% higher cost than the previous original edition.

STRATEGIC THOUGHT

Passion does...

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