The triple challenge of this campaign was to drive awareness through creativity and a striking brand universe, increase brand credibility with the help of major names from internet culture, and connect with massive young audiences thanks to the strong influence of these figures. To achieve this, we designed a campaign where established players like Cucurella and Santi Cazorla could coexist with massive YouTubers like Dj Mariio or urban artists such as Pimp Flaco and Taylor from Afrojuice —starting out with an already staggering follower base. To bring the concept “Unlock New Levels” to life, we imagined Dj Mariio, Pimp Flaco, and Taylor playing a game of PlayStation at home, unaware that by choosing their players, they would literally pull them out of reality and turn them into the stars of the match —this time armed with the PUMA New Levels as their ultimate weapon. The result: a wild spot directed by Rogelio and produced by CANADA that took PUMA’s new boots to the next level.