Puma's Fearless Star-Studded Global Brand Campaign for the 2022 World Cup is a film where the sports brand taps into the connection between football and youth culture.

For the FIFA World Cup 2022 Puma launched a star-studded global brand campaign in collaboration with creative sports agency Lafourmi and directing duo Julien et Quentin through production company HAMLET.

In this three minute short film, the global sports brand continues with their light hearted approach to their long standing relationship with youth culture and the beautiful game.  Football plays a big part in youth culture, with players referenced in the lyrics of rap songs, but the influence can be two-fold. Each can influence each other and they can be capable of anything. They can be fearless.

‘Fearless Football’ is a dynamic, high energy, fast-paced film which follows a group of football-crazy friends and features a host of global football stars. The friends are so passionate about the beautiful game, it's all they can talk about, from morning to night. Each one of them is trying to tell their best fearless story related to a football player, and each story draws a parallel to an everyday “fearless” moment as well. One morning, one of the heroes evokes during a discussion the concept of “fearless football”. The whole film then becomes an increasingly madcap illustration of their discussions around the definition of “Fearless” where players and youth influence each other in their own Fearless skills. 

The short film was shot in Barcelona, Madrid, Munich, London, Paris, Antwerp, Brussels and Miami. It features Barcelona's Memphis Depay and Fridolina Rolfo, Athletico Madrid's Antoine Griezmann, Bayern Munich's Kingsley Coman, Chelsea's Christian Pulisic, Arsenal’s Nikita Parris, Paris Saint Germain’s Neymar Junior, Manchester United’s Antony Matheus dos Santos and Juventus's Sarah Bjork.

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