On 19 July, PUMA launched its Manchester City FC 2022/23 Season Away Kit through a space-themed, integrated campaign promoting the classic design’s tribute to a successful era for City and which sought to celebrate the club’s heritage of ‘playing fearless, out of this world football’.
The campaign launched 48 hours ahead of its on-pitch debut which came when City wore the new strip on 21 July for a pre-season tour match against Mexican side Club America for a game which was played at the NRG Stadium in Houston,
The campaign idea linked the match date and venue to the anniversary of the first moon landing on 20 July 1969 and the creative was shot during a visit by members of the squad to the NASA Space Center in Houston ahead of the match.
The idea aimed to drive home the message that past and present, whenever City take to the road they put on an out-of-this-world show and turn heads with their own brand of exciting, technical football.
The date also coincided with Manchester City’s first red and black Away kit launch launched back in 1969 and the new season away kit thus saw Puma rework the club’s classic 1969 strip. This strip was conceived by legendary Malcolm Allison who was City’s Assistant Manager between 1965 and 1971 and Manager between 1971 and 1973. That kit featured red and black vertical stripes and was worn during City’s triumphant 1969 FA Cup Final and at the 1970 League Cup and European Cup Winner’ Cup finals.
The campaign’s hero spot captured stars of the current team wearing the new strip at the space centre and was backed by an accompanying set of video and image social content pieces (some of which was pre-shot) which sought to drive viewers online to the brand and club’s online purchasing platforms.
Originally a defender, Malcolm Allison – whose nickname was ‘Big Mal’ – was one of English football’s most flamboyant and intriguing characters – not least because of a series of controversial incidents, his outspoken nature and his sense of style which invariably included a fedora and cigar.
Now we’d like to see a shirt designed around those signature items.