Case Study: Puma Evo Power ft. Olivier Giroud
When power meets precision, and the pressure is real.
When power meets precision, and the pressure is real.
In the second instalment of Rebel’s Proving Ground series, we teamed up with Puma to launch the Evo Power boot—an innovation designed to enhance raw striking power without sacrificing control. The challenge? To visualise power in a way that felt futuristic, credible, and emotionally electric.
Set within the same dystopian test facility as the first chapter, this episode pushed the visual language of the Proving Ground world into darker, more elemental territory. Here, Giroud wasn’t just the test pilot—he was the stress test. Motion-triggered lighting, high-velocity ball tracking, and sensor-based heat maps turned his every strike into spectacle. Explosions of colour, sound design built around tension and release, and high-speed phantom camera work captured the moment of impact in forensic detail.
Where the Adidas ACE chapter was about precision and control, Puma Evo Power was all about force expression—channeling kinetic energy through design. From a behavioural perspective, the campaign tapped into embodied cognition—helping athletes feel more powerful by presenting the boot as an extension of their body’s natural mechanics. The creative strategy translated technical benefit into emotional experience.
To make it happen, I worked directly with Puma’s brand team to position the Evo Power boot not just as gear, but as an enabler of human performance. With support from global athlete management, we secured Olivier Giroud as a central talent—leveraging his dual reputation as both technician and tactician. A cerebral player with a thunderous shot: the perfect avatar for a boot built on balance and power.
As with every Proving Ground piece, the content was designed to operate across paid, owned, and in-store media. And while the film thrilled audiences, it also served a commercial function - fueling demand, trial, and sell-through across rebel’s national retail footprint.
Results:
Football boot sales up 35% in Puma’s key silos during launch window
2.6M video views in first week across paid and organic platforms
47% lift in consumer recall of Evo Power product benefits post-campaign
Increased average boot basket size as tracked via POS-linked promotions
Puma cited the campaign as a best-practice activation for retail integration
Why it worked:
Proving Ground didn’t just launch products. It launched belief. This chapter made power feel personal—and Puma’s innovation feel like a weapon in the right player’s hands.