We started by going to the heart of football and created the world’s first wordless tagline. ‘Love = Football’ - a statement about the game as much as about PUMA. Simple and symbolic, understandable in any language. A simple insight and a universal message that illustrates that when you find the truth, you can tell a truly great story - you can tell it far and wide and inspire the world to run with it. The ‘Love = Football’ campaign has taken shape in film, print, outdoor, digital and guerrilla throughout Europe, Asia and Africa, including communications around the the 2010 World Cup in South Africa. It was so successful that it came to be the core platform for PUMA's brand communications around all of their Teamsport efforts.