Pukka’s X Art of Football’s new clothing collection is a homage to the proud tradition of the half-time pie.
Working with goalkeeper turned model Wayne Shaw – who made headlines by eating a pie at half time of an FA Cup tie he was playing in – the collection features football kits, caps, shirts and t-shirts inspired by Pukka.
If the collection wasn’t appealing enough, the cherry on top is that all proceeds go to Pukka Athletic, a new initiative which “brings warmth” to the beautiful game by connecting players, coaches, parents and fans alike.
In a partnership-heavy space, Pukka’s collaboration left viewers with strong visuals, a natural hook and an opportunity to grab themselves a piece of the pie.
And there’s just so much to love about this campaign. First of all a brand that has long fought-shy of its connection to “pie-eaters” and potentially negative connotations has embraced its cultural relevance. The brand didn’t go for a big brand in football, it went for a fan-led collaboration. And, most of all, the whole thing looks so good … they haven’t skimped on the production.
A collab done right.