PUMA embarks on a nostalgic journey by reviving the timeless story of Romeo and Juliet, reinterprets it and brings it to Sicily with the presentation of its iconic PUMA Palermo sneaker model.
At the heart of the campaign is a 60-second spot that takes viewers to the streets of Palermo, showing the daily life of two feuding families. The main characters are the aforementioned Romeo and Juliet and the brand ambassadors: Jann, who runs a sports shop with the Montecchi family, and Sara James, the head of the Capuletti family Barber Shop. Despite the mutual aversion of the two camps, they are united by their fan passion for one club, Palermo F.C. The top-down forbidden friendship between Romeo and Juliet culminates in a moment of reconciliation, transforming into love between the youngsters, who crown the spot with a shared kiss.
PUMA delves into the rich heritage of terrace culture, a movement born in the 1980s that revolutionised football and fashion. Terrace culture became synonymous with a lifestyle, a way of travelling to matches, distinctive clothing and a well-selected music scene. Today, this trend is experiencing a fashion renaissance and the brand is responding with another Palermo release. The silhouette, which has so far been showcased by global stars such as Dua Lipa and Jack Grealish, is set to win the hearts of Gen Z once again. This time, we will see Palermo in colour combinations combining powder pink and orange, in striking green and blue, and in classic black and white combinations.
Piotr Kujda is responsible for directing the spots. The music was composed by Kamil Holden Kryszak, Igor Połaniewicz is responsible for the photography, and the photo shoot for the campaign was done by Kamil Kotarba. The high& agency is responsible for the creation and production of the campaign.
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