Bauer to promote Puma in Match magazine and online

Bauer Advertising has entered a deal with Puma to promote the sports brand’s latest V football boot in its Match magazine and online portal The activity will run from early this month until the end of March.

The creative work on the Match promotion is based on predicting what the future of football will look like. Readers will be able to enter an online prize draw. Winners will visit Reading football ground for a day to play and train with some of the club’s footballers.

The deal with Match is part of a broader marketing push for the football boot. Television, outdoor and print applications of a campaign will run, using the strapline “Until Then”, at the same time as the Match output. The creative work is by Copenhagen-based agency Robert/Boisen and media planning and buying by ZenithOptimedia.

The campaign is intended to provide a glimpse into the future of football, as Puma sees it, with images of massive stadiums and athletes performing extraordinary feats. The TV ad shows a footballer being fast-forwarded into the future where everyone is playing football with bionic legs. The campaign will feature Liverpool star Peter Crouch and Barcelona’s Samuel Eto’o.

Match online will host a microsite, designed by Bauer Advertising, which will showcase the V boot and show exclusive footage of the making of the TV ad. Online users will also be able to design their version of a future footballer and download Puma screensavers and wallpaper.

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