Quick answer: PUMA and Valencia CF transformed the launch of the club’s 2026/27 home jersey into an experiential OOH activation, installing giant floating-style shirts at iconic locations across Valencia.
A Jersey Launch Built for the City
The launch of a football shirt is no longer limited to a photoshoot or a promotional video.
More brands are using experiential marketing and urban activations to turn kit reveals into public moments that generate conversation both on the streets and across social media.
With that approach, PUMA and Valencia CF surprised fans with a large-format intervention that brought the club’s new home jersey directly into the city.
Giant Jerseys Take Over Valencia
As part of the launch campaign for the 2026/27 home shirt, PUMA installed two large structures measuring approximately six metres high by five metres wide.
Each structure was topped with a three-dimensional replica of the new Valencia CF jersey, measuring around 4.25 by 3.6 metres.
The scale of the installation turned the shirt from a product into an urban landmark, making the launch visible to residents, visitors and football fans moving through the city.
Mestalla and the City of Arts and Sciences
The installations were placed near two of Valencia’s most symbolic locations: Mestalla Stadium and the City of Arts and Sciences.
Both sites helped connect the new kit to the identity of the city, blending football heritage with cultural visibility.
By choosing recognizable landmarks, PUMA and Valencia CF made the campaign feel rooted in the local environment rather than simply placed in front of it.
A Floating Effect Designed for Attention
The giant shirts were built with internal structures that maintained the volume of the garment.
This created the impression that the jerseys were floating above the city, giving the activation a striking visual effect from multiple angles.
The result was a public-facing installation designed to stop people, encourage photos and make the shirt launch feel like a shared city moment.
Turning Fans Into Campaign Amplifiers
The activation remained live for three days.
During that time, fans were invited to photograph themselves with the giant jerseys and share the launch across social media.
This helped extend the campaign beyond physical OOH placements, turning the visual impact of the installation into organic digital reach.
From Product Reveal to Brand Experience
The activation was developed by PUMA in collaboration with Valencia CF, Havas International and CA Sport.
The goal was to make the new jersey a visible symbol within Valencia’s urban landscape while strengthening the emotional connection between the club and its supporters.
By bringing the kit into public space, the campaign transformed a product launch into a brand experience that fans could physically visit and participate in.
A Design Connected to Club Heritage
The new 2026/27 home kit keeps Valencia CF’s traditional white base, paired with black details.
The design pays tribute to the club’s history while introducing a contemporary look for the new season.
That mix of heritage and modernity fits the activation itself: a classic football symbol presented through a bold, modern OOH format.
Why OOH Works for Football Kit Launches
Football shirts carry emotional value beyond their function as apparel.
They represent club identity, fan belonging, local pride and the start of a new season.
OOH gives brands a way to make that meaning visible in the real world, turning a kit reveal into a shared public celebration rather than a purely digital announcement.
Why This Campaign Works
The campaign works because it understands that a jersey launch is also a cultural moment for fans.
PUMA did not simply show the new Valencia CF shirt. It placed the shirt inside the city, close to landmarks that carry meaning for the club and its supporters.
By combining scale, location, shareability and local identity, the activation turned the 2026/27 home kit into an experience designed to be seen, photographed and remembered.
What Marketers Can Learn From PUMA and Valencia CF
- Sportswear launches can create stronger impact when they become public experiences.
- Iconic city landmarks can deepen the emotional relevance of OOH campaigns.
- Large-format installations encourage organic sharing when they are visually distinctive.
- Football kit campaigns are strongest when they connect product design with fan identity.
- OOH can turn a product reveal into a cultural moment for the local community.
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