PUMA: BORROWED FROM THE PAST
Manchester City’s 2022/23 home kit was inspired by club legend Colin Bell and the great City side of the late 60s and early 70s, borrowing details from the shirts they wore, from the centred crest to the maroon trim.
So to launch a kit borrowed from the past, we borrowed the past itself. We removed the shirts from iconic archive photography, creating a citywide teaser before revealing today’s players wearing the new PUMA kit.
Campaign Teaser
We went to Manchester, where Colin Bell made his name. Eye-catching wildposting featuring City icons with missing shirts appeared across the city for weeks, teasing fans about what was coming.
Official Launch
After building speculation and buzz, we revealed the new kit on the day of City’s last match of the 21/22 season. They played their part by lifting the trophy, though it was tense.
Thank you, Gündogan!
