Leveraging spiking women’s soccer interest around the upcoming 2023 FIFA World Cup, Puma Australia and Puma New Zealand’s ‘1975 OGs’ campaign shines a spotlight on the players who starred in the historic first international match between the two nations back in 1975.
Launched on 11 June and created in harness with sport and entertainment agency Bursty, the multi-phase campaign spans online video, social media content, outdoor advertising, and experiential events and spearheads PUMA Oceana’s football marketing through July and August 2023 (with the tournament running from 20 July to 20 August).
The creative, which focuses on the stars of the two 1975 teams, aims to recognise, thank and show respect for these iconic, trailblazing women nearly 50 years after the history-making match and to promote PUMA’s partnership with Football Australia and the New Zealand Football Association.
PUMA’s aim is to provide the acknowledgement, fanfare and recognition which they deserved, but didn’t receive almost half a century ago. The marketing burst champions the women who paved the way and helped women’s football get to where it is today.
The campaign outlines how, whilst today’s Australian and New Zealand women’s teams have considerably more support and recognition, it was very different back in 1975 when players even ran car washes and cake stalls to fund their first international tournament – the 1975 Asian Cup (played in Hong Kong). They also had to face up to the challenges of gender stereotypes, inequality and revolutionising societal norms simply to play for their respective countries.
As well as a series of online videos and supporting social content, the campaign brand’s the players as the ‘OGs / Originals’ and positions them as trailblazers who continue to engage and inspire future generations. It also promotes the sportswear company’s ‘Accelerator Program’ which will run a special football edition in July when a select group of young women from across the globe will be invited to Sydney to experience a once in a lifetime mentoring and educational summit aimed at enhancing their off-pitch skills and designed to prepare them for life as an elite athlete.
Plus, each ‘OG’ is given a legacy PUMA voucher for them to choose a young aspiring footballer in their local area to help them in the next stage of their career and give them the support that these women never received. PUMA also have other plans to ensure the legacy of these women live on in the future and will announce these in July.
“I’ve never met a more inspiring group of women who have genuinely blazed a trail for everyone to follow. What they have sacrificed to be able to represent their countries is nothing short of amazing – taking on discrimination, lack of finances, lack of respect and coming out on top,” commented PUMA Oceana Senior Head Of Marketing and Sports Licensing neysa Goh. “It is our absolute honour to be able to help share their story world and hopefully give them the recognition they truly deserve, as well as celebrate their enormous contribution to the sport of football.”
“This is easily one of the most inspiring campaigns we have been lucky enough to be involved in,” commented Bursty Co-Founder and Creative Director James Ward. “These incredible women have been an absolute pleasure to work with and our team has never had more hugs in a Day! Well done to PUMA for backing this campaign and honouring these women in such a special way.”
“On behalf of the 1975 Australian Women’s Football Team l would like to thank PUMA for inviting us to be a part of the PUMA family. Our team has waited 48 years for the recognition and support that the PUMA team has given us,” added 1975 Australian skipper Pat O’Connor. “We are also very proud to be involved in PUMA’s unique Accelerator Program offering a fantastic opportunity to a select group of young female soccer players from across the globe who will benefit greatly from this experience. We all hope that the history of women’s football will be celebrated and remembered as the forerunner of the fantastic women’s sport it has become.”
“Our team is very proud to have been the first representatives of women’s football in New Zealand,” added 1975 New Zealand Captain Barbara Cox. “We are delighted that PUMA has taken steps not only to honour and recognise this achievement but also to provide us with the opportunity to re-connect with each other and relive memories of those wonderful days, as well as connect with up-and-coming youngsters and help them on their way into the world of football.”
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Puma itself is currently celebrating its own 75th anniversary spearheaded by a brand campaign which began in April.
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