Puma / Manchester City: Missing Shirts, 2

Premiership football club Manchester City have launched their new 22/23 season kit which is designed by PUMA with a retro feel. The kits are inspired by legendary midfielder, Colin Bell who is widely regarded to be one of the club's finest-ever players during the late 60s and 70s, and the design pays homage to an amazing legacy while looking to the future of the club, and fan culture of today. With the concept of ‘Play Forever’, the new kit takes the iconic Man City sky blue but uses a central club crest to evoke the City shirt designs of the past. The outdoor awareness campaign was created by independent creative agency DUDE London with media placements consisting of teaser digital OOH billboards and flyer style static posters leading up to the big reveal of the new kit. The sites around the city of Manchester and the Etihad Stadium feature images of Colin Bell and other Man City heroes, but with their famous shirts missing from the image, with the messaging of ‘Play Forever’ and ‘Worn by the greats. Then and now’.The teaser visuals on the poster sites were then replaced with new ones featuring current players from the men and women’s teams proudly sporting the new PUMA kit, including first team player Phil Foden, Kevin De Bruyne and women’s team player Vicky Losada.