PUMA X MCFC City Store launch

Manchester City Football Cub made their historical 10-year sponsorship deal with PUMA in 2019. As long-term partner to PUMA, the brand asked us to help relaunch the City Store at the Etihad Stadium, designing key digital and physical experiences throughout the space that would transform it into a community hub for every fan that enters.


Fans are the foundation of every football club. We needed the space to celebrate them, encouraging a deeper connection with the PUMA brand through a sense of belonging and club ownership, as well as building that all-important pre-match anticipation.


A striking new club store for an iconic new partnership. Interactive, digital mirrors burst life into the space, and a Predict the Score experience builds pre-match excitement, fuelling fan conversation and shareable moments.

The space captures the spiritual heart of Manchester, drawing inspiration from the city’s vibrant culture and industrial past, creating a welcoming new home that celebrates the club’s rich heritage. A place for fans to return to time and time again.

One new City Store, two activations in Selfridges and five JD Sports activations, kicking off the partnership’s debut with memorable impact.