PUMA and Olympique de Marseille have a long history of collaboration. Since 2018, PUMA has been the official supplier of the club's jerseys, shoes, and accessories, as well as the sponsor of its training center. PUMA and Olympique de Marseille share a common vision of sport, culture, and innovation, as well as a passion for excellence and performance.
But this year, PUMA and Olympique de Marseille have taken their partnership to a new level. They have unveiled the new Home & Away jerseys for the 2023/2024 season of Olympique de Marseille, which feature a striking slogan: "THE STORY IS BEING WRITTEN BENEATH YOUR FEET."
What Does the Slogan Mean?
The slogan "THE STORY IS BEING WRITTEN BENEATH YOUR FEET" is more than just a catchy phrase. It is a powerful message that reflects the identity, values, and ambitions of Olympique de Marseille and its fans.
The slogan means that Olympique de Marseille is not just a football club. It is a cultural phenomenon that transcends the boundaries of sport. It is a symbol of pride, diversity, and resilience for the city of Marseille and its people. It is a story that is being written every day by the players, the staff, the supporters, and the partners who are part of the Olympique de Marseille family.
The slogan also means that Olympique de Marseille is not afraid of challenges. It is ready to face any opponent, any obstacle, any adversity with courage and determination. It is always looking forward, always striving to improve, always aiming to achieve its goals. It is a story that is written every game by the actions, emotions, and results that shape the history of the club.
The slogan also means that Olympique de Marseille is not alone. It is supported by a loyal and passionate fan base that fills the Orange Vélodrome stadium with noise and color. It is backed by a strong and innovative partner like PUMA that provides it with quality products and services. It is inspired by a visionary and generous sponsor like CMA CGM that helps it grow and develop. It is a story that is being written every moment by the collaboration, solidarity, and enthusiasm that unite all the stakeholders of the club.
How Does the Slogan Translate into Design?
The slogan "THE STORY IS BEING WRITTEN BENEATH YOUR FEET" is not only printed on the back of the jerseys. It is also integrated into the design of the jerseys in subtle and creative ways.
The Home jersey is predominantly white with blue accents, representing the traditional colors of Olympique de Marseille. The jersey features a graphic pattern on the front that resembles handwriting, symbolizing the story that is being written by the club. The jersey also has a blue collar with white stripes, echoing the French flag and the club's motto, "Droit au But" (Straight to Goal).
The Away jersey is predominantly black with orange accents, representing the contrast between night and day in Marseille. The jersey features a graphic pattern on the front that resembles street art, symbolizing the urban culture and creativity of Marseille. The jersey also has an orange collar with black stripes, echoing the logo of CMA CGM, which became the main sponsor of Olympique de Marseille in 2022.
Both jerseys have PUMA's logo on the right chest, Olympique de Marseille's logo on the left chest, CMA CGM's logo on the front center, and PUMA's signature dryCELL technology for moisture management.
What Is the Reaction to the New Jerseys?
The new jerseys have been revealed by PUMA and Olympique de Marseille in collaboration with LaFourmi, a creative agency specializing in sports marketing. The reveal campaign includes a video featuring some of Olympique de Marseille's players, such as Dimitri Payet, Arkadiusz Milik, Gerson Santos da Silva, Pol Lirola Koscina, Leonardo Balerdi Roselli, Duje Caleta-Car wearing the new jerseys and expressing what they mean to them.
The new jerseys have also been showcased on social media platforms such as Instagram, Twitter, Facebook, and TikTok using hashtags such as #THESTORYISBEINGWRITTENBENEATHYOURFEET #PUMAxOM #DROITAUBUT #ALLEZLOM.
The new jerseys have received positive feedback from the fans and the media, who praised their originality, elegance, and quality. The new jerseys are expected to boost the sales and the popularity of PUMA and Olympique de Marseille, as well as to inspire the players and the fans to write a new chapter in the club's story.
Marketing and Communications Director: Thomas Lanis
Football Brand Manager: Antoine Cretenet
Creative Director: Clément Cimarro
Strategy Director: Jordane Rabute
Strategic Planner: Quentin Deremble
Account Director: Louis Pierre-Adolphe
Account Manager: Mikaël Ramirez
Account Executive: Laura Conroy
Art Director: Raphaël Bonan
Copywriters: Clément Cimarro, Nicolas Telion
Production Manager: Elena Giorgi
Photographer: Nicolas Copin
Video: Plein Format