German sportswear and equipment brand Puma has transformed London’s Tower bridge into ‘The Biggest Goal’ for a larger-than-life activation to mark the start of the Premier League season.
Crafted by creative agency Dude London, the activation reimagines the famous London location as a literal football goal – celebrating Puma’s new role as the ball manufacturer for the Premier League, taking over from Nike, which had held the role since 2000.
Earlier this week, Puma and the Premier League enlisted Aston Villa and England midfielder Morgan Rogers and football influencer Jelani to ‘drive’ a giant ball through the goal-shaped silhouette of the opened Tower Bridge.
“The Biggest Goal activation embodies the spirit of our partnership with the Premier League — celebrating the beautiful game in a bold, unexpected way,” said Josele Angulo Rodríguez, global teamhead of marketing teamsport licensed at Puma.
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“By transforming an iconic London landmark into the world’s biggest goalpost, we’re putting PUMA’s Brilliance Ball at the heart of football culture and inviting fans everywhere to kick off the new season with us.”
The activation looks to amplify the message behind Dude London’s previous ‘Have a Ball’ campaign, which aimed to rekindle the’ joyful spirit’ of the game by empowering players to express themselves freely on the pitch.
Joe Ribton, creative at Dude added: “I played football outdoors as a kid wherever, whenever – graduating from a section of fence in the garden as our goal, to jumpers in the park, to a (very dented) car.
“Whenever you find yourself with a football, the same urge to create a goal and play returns. For the first time in 25 years, fans of the Premier League have a new ball to play with – what better way is there to celebrate than scoring in the most iconic goal we could possibly create”.
