Italians

The matches of the National team have always meant one thing above all: group. The group of players, the group of fans, the group of people who gather together - in an almost religious way - to attend an event that by its nature is not common, indeed it is rare, and for this reason even more precious. Only See Great, the claim that accompanies PUMA's latest brand campaign, starts from this idea of ​​aggregation, an aggregation that only sport - like a few other things - is able to guarantee.
A celebration of diversity, of places and stories, which converging into a single goal becomes richness.

"Italians" was born with the aim of describing Italy and Italians through different points of view, which could offer a narrative as inclusive as possible of the new Italy. From Naples to Milan, passing through Rome, "Italians" tells the approach to the national team jersey of three different communities, with a single fil rouge: to show how this can unite people, create connections and groups of people who work on a single target.

In Naples We Belong To Naples - a photographic project that aims at a different story of the suburbs - has shown us how street football can be one of the strongest tools to give joy and hope to the youngest. In Milan The Good Neighborhood Collective - which every day is committed to the promotion of Italian POC talents - told the young creatives from the city. Finally, in Rome, Touch The Wood - an organization and community based on the promotion of the territory - told us, through its female part, about one of the neighborhoods in a process of revaluation in the Capital City.