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...