A Sense of Place


The brief

The Puma Mallorca is a 70s terracewear classic. But for the reissue of the silhouette for SS21 we needed to introduce the shoe to a new generation of football fans, with their own diverse styles, fashions, and subcultures.

How we did it

At the time of the campaign, football fans in Britain had been locked out of grounds for months due to the Covid pandemic. The week of the shoot saw a limited number of fans allowed back into stadiums for the Football League play offs. We wanted to capture the excitement and anticipation of matchday which fans had been deprived of for so long. We didn’t want to focus solely on the 90 minutes in the stadium though, but rather on the places around the ground that form part of the matchday routine. The pubs where you meet with your mates, the greasy spoon cafés where you grab your pregame meal, the streets and underpasses that make up the walk to the ground. Where you eat, drink, and crucially, what you wear, all form part of this weekly ritual.

(c) Proper Group 2022