MARSEILLE C’EST NOUS.

«A crazy collection celebrating the diasporas of a city built by immigration. » «A quiet yet powerful symbol of unity. They've got it so right with this one.» “Finally there's a jersey to proudly wear ALL your colours.” _«A tribute to the African roots of supporters and their attachment to the club. » BECAME THE MOST Fs [) CELEBRATING A FOOTBALL SEARCHED-FOR JERSEYS CLUB & THE DIASPORAS DURING AFCON cere \ THAT MAKE IT ml ] ] i) PATTERNS INSPIRED iat | MARSAY MARSEILLE or TERRES NUNTA = GEST NOUS DESIGN SYSTEM MARSEI = EZALI BISO seseenuaues a eRe Ts lig | MARSEILLE _ MARSEL = NDASI EZALIBISO DE MARSEILLE RESPLENDIT PAR SES COULEURS. ONCE ASSEMBLED, MOTTO" MARSEILLE SHINES THEDIFFERENT JERSEYS BY I's Beeos COLOURS. : FORMTHEON LOGO THE WORLD'S FIRST COLLECTION OF DUAL IDENTITY FOOTBALL JERSEYS CONTEXT IDEA EXECUTION PUMA held two powerful partnerships, Olympique de Marseille and the African Cup of For AFCON 2025, Puma and OM teamed up to design a unique By co-designing 7 jerseys celebrating both OM and Marseille's African diaspora nations — which, Co} Nations that had never truly connected. At the same time, in France, African diasporas are collection of 7 jerseys: “Marseille is us”, the first collection when assembled, form the OM crest ~ Puma redefined sports sponsorship. Not a co-branded marginalized, and dual identity is constantly questioned - especially during AFCON, a moment of football jerseys that represent both a club and a country. product, but a cultural moment: proof that when sport reflects its community, it creates lasting of pride, turned into a source of division. For Puma, it was time to change that narrative. A true celebration of dual-identity in a city where, whether relevance. Launched during AFCON and seeded through local diaspora figures, the collection sold you're from Senegal, Morocco or Comoros, you're 100% OM! outin 3hours and generated global organicreach, with 0 paid media. Worn by African public figures throughout the tournament, it proved that community trust alone can turn a cultural idea global. LIFESTYLE TOPIC OF TO SELL OUT THE AFCONONSOCIAL THE ENTIRE COLLECTION IME 30M EARNED MEDIA VALUE REACH THROUGH ON AO€MEDIABUDGET ENGAGED COMMUNITIES