This Is Our City - Puma, Manchester City | Clapboard Ad Archive

This Is Our City is a 2019 campaign from Copa90 that strategically aligns Manchester City and Puma by embedding the football club’s new 2019/20 Home and Away kits within the cultural fabric of Manchester itself, highlighting the city’s identity, pride, and community spirit through a film that features star players Sergio Aguero and Oleksandr Zinchenko alongside local rapper Bugzy Malone and a cameo from manager Pep Guardiola. The campaign’s core creative approach centers on FORMAT#10 ASSOCIATED USER IMAGERY, presenting aspirational yet authentic lifestyle imagery that fans can relate to and emulate, eschewing traditional product demonstration or problem-solution narratives in favor of evoking a sense of belonging and shared identity that resonates with Manchester City’s diverse and passionate fanbase. This blend of sport and music leverages both the global reach of Manchester City as a Premier League powerhouse and the local cultural credibility of Bugzy Malone, making the kit launch an event that transcends football merchandise to become a statement of community and urban pride. Distribution is anchored on the official Manchester City YouTube channel, which not only hosts the campaign video but also serves as a digital hub for fans, offering exclusive access to Premier League goals, behind-the-scenes footage, and intimate player moments featuring stars like Kevin De Bruyne, Gabriel Jesus, Raheem Sterling, Riyad Mahrez, and Benjamin Mendy, thereby deepening fan engagement beyond the initial launch. Complementary social media activity across Facebook, Twitter, Instagram, and Snapchat amplifies the campaign’s narrative, encouraging fans to immerse themselves in the city’s football culture and fostering ongoing conversation around the club’s global and local identity. By situating Puma’s brand within this narrative, Copa90 effectively elevates the kit launch beyond a commercial exercise to a cultural event that reinforces Manchester City’s legacy and connection to its supporters. Clapboard rates this campaign 63/100. This campaign matters to the sports marketing industry because it demonstrates how authentic cultural integration and multi-platform storytelling can transform a kit launch into a unifying moment that strengthens brand equity and fan loyalty.