Puma takes play very seriously. An endeavour to involve everyone to take part in football at any level was expressed through their ‘Make Football Anywhere’ sentiment. The campaign message needed to cross the white line onto the field of play to really cut through. The gritty, impromptu make and do of ‘Gaffer’ tape, stolen from urban playground goalposts, became the name and number style of heroes when written across the backs of Puma shirts.