Dark Horses wins PUMA Football brief

07 Mar 2019

By: Sport Industry Group

London-based sports creative agency Dark Horses has been appointed by PUMA to work on a number of the brand’s upcoming global football briefs.

The agency pitched against seven others from across Europe as part of a competitive process to be named on the PUMA roster.

Dark Horses, which has been shortlisted for the BT Sport Industry Awards 2019 Young Agency of the Year in Association with Getty Images, will now work with PUMA on a project-by-project basis.

Specifically, it has been tasked with handling strategy and creative across PUMA Football campaigns for the 2019 FIFA Women’s World Cup and Spring/Summer 2020.

Commenting on the appointment, Clément Lacour, Teamhead, Teamsports Marketing Europe, said: “We’re looking forward to working with Dark Horses and seeing these projects coming to life in the near future.

“We were really impressed by their understanding of our audience and our brand. Their challenger brand mentality fits to our mindset and we hope to achieve great things together.”

Dark Horses Executive Creative Director Steve Howell added: “PUMA is one of the world’s most iconic sports brands. We’re tremendously excited to start working with them and their roster of athletes, football clubs & national sides.

“In particular, the opportunity to work on the Women’s World Cup this summer - a watershed moment for the game - is work we’re relishing to make.”

PUMA has a long-standing affiliation with the women’s game, sponsoring a number of top players, including Pernille Harder, Dzsenifer Marozán, and the first ever women’s Ballon D’Or winner, Ada Hegerberg.

The German-based sports brand is also the official kit partner of a number of national teams taking part in the Women’s World Cup including Italy, Switzerland, Serbia, Czech Republic and Austria.

The win adds to Dark Horses’ portfolio of clients, which also includes Nissan, Peloton, Southampton FC, Just Eat and Wiggle.