Olympique de Marseille and PUMA Launched Africa-Linked Jersey Collection.

Roger Hampel

Image: Olympique de Marseille

Olympique de Marseille and PUMA have unveiled a limited-edition jersey collection timed with the Africa Cup of Nations, using apparel as a vehicle to reflect Marseille’s multicultural identity and its deep links to African football cultures.

Branded under the concept “Marseille c’est nous”, the initiative sits at the intersection of merchandising, cultural representation and event-based activation, rather than a traditional performance-driven kit release.

Seven Jerseys, One Market Strategy Olympique de Marseille

The collection consists of seven bi-identity jerseys, each inspired by a major African diaspora community in Marseille: Morocco, Senegal, Côte d’Ivoire, Algeria, Tunisia, the Democratic Republic of Congo and Comoros.

Campaign Anchored in Local Context

Designed in collaboration with Marseille-based designer Tareet, the jerseys incorporate national colours, symbols and graphic references specific to each community. When displayed together, the seven shirts visually form the Olympique de Marseille crest—an intentional design choice positioning the club as the unifying element across multiple identities.

Brand Perspective

Thomas Lanis, Marketing Director of PUMA France, said:

“PUMA and OM both have a unique connection with the African continent. PUMA is the historic partner of several leading African national teams and the official sponsor of the Confederation of African Football. Through this campaign, we wanted to pay tribute to the cultural diversity of the city of Marseille and allow OM supporters of African origin to celebrate their roots while standing united behind their club’s crest.”

Commercial Context

For Olympique de Marseille, the collaboration reinforces the club’s positioning as a lifestyle and cultural brand rooted in its city. For PUMA, the project leverages its existing African football footprint and aligns it with a European club market where diaspora communities play a significant role in consumption patterns.