Serving Goals: Spotlighting Football’s Future Stars with PUMA
Call Up
PUMA Football wanted a global content franchise that celebrated their athlete roster via new IP that could live across YouTube and socials, inspire fans globally, and deepen affinity for the brand.
The brief: create a raw, unfiltered, high-quality series that offered untold stories and real insights into the journeys of stars, shot through a lifestyle lens alongside their global roster of partner clubs.
Tactics
Baller Access, an original YouTube-first series produced by RB’s agency arm and PUMA, brings fans inside the world of top PUMA athletes from elite training to personal spaces through honest conversation, culture-led visuals, and sport performance. Each episode combines intimate sit-down interviews, behind-the-scenes access, and creative concepts tailored to the athlete’s personality.
Episodes so far have featured Manchester City’s Oscar Bobb, Palmeiras’ Vitor Reis, PSV’s Johan Bakayoko and Jess Park in the lead up to Women’s Euro 2025. All long-form episodes were complemented by cutdowns and behind-the-scenes social content built natively for TikTok, Instagram and YouTube Shorts.
Certified Work
Real connection
Player-led stories have driven genuine fan engagement, especially in the
comments, where audiences connect.
Tailored storytelling
Creative formats (like playing darts with Bakayoko or filming in a favela with
Vitor Reis) add cultural relevant context.
Cultural access
Capturing authentic, off-pitch moments with PUMA’s athletes, the series has earnt
attention from fans, creators, and media platforms alike.
