With a heritage of supporting selected African teams at big competitions, Puma’s ‘Play For Life’ World Cup CSR campaign was inspired by Africa’s sun, sky and soil. At the core of the initiative, the brand created an ‘Africa Unity Kit’ – the world’s first pan continental football kit, to be worn by Puma’s African Football national teams in 2010.
Unity is at the heart of Africa. Which is why our ‘Play For Life’ partnership with the United Nations Environmental Program (UNEP) will donate proceeds from the sale of our Puma Africa Unity Kit, Play for Life Tee, and Kehinde Wiley Lacelets to support biodiversity projects in Africa.
The scheme was run in partnership with UNEP’s Year of Biodiversity 2010. The 2010 International Year of Biodiversity is a global initiative launched by the United Nations to raise awareness about biodiversity and encourage conservation of plants and animals, and their habitats.
Africa has nine of the planet’s 35 biodiversity hotspots, the richest and most threatened reservoirs of plant and animal life on Earth. The habitats of apes, elephants and lions were a particular focus for the initiative.
Consumers were driven to the campaign’s online hub and offered the chance to get involved with the programme and to vote for their favourite project. Proceeds from the campaign went to the three projects that received the most votes.
Puma was just one of a number of non-FIFA sponsors who leveraged the World Cup via a related CSR initiative in Africa (another example was Nike’s ‘Lace up, Save Lives’ AIDs fund raising programme, but one of the few to focus on the environment. A careful link up with United Nations gave the scheme authenticity and expertise.
The initiative gained additional profile when Puma backed team Ghana reached the quarter finals of the tournament for the first time.