In 2018 PUMA lands in the capital of Turia to equip the Valencia Football Club after the end of its relationship with the previous technical sponsor. PUMA’s objective was to arrive as soon as possible and generate noise and expectation in the city without naming the club, since the contract with its old sponsor was still in force. For this purpose we created the umbrella concept “El Fútbol es de los Valientes”, a story that was born in the Roman Valencia and whose the main protagonist was an ancient coin discovered within the Roman ruins of the city. We transformed the object and linked to football. It was just the beginning of an outstanding story that served to highlight the DNA of brand and team; the bravery. We made assets to impact the city, the specialized media, the fan community and the Valencia’s official store with an extraordinary result. Not only sparked sales but it restored the enthusiasm of the supporters.