Rugby in Argentina is associated with the wealthy class, most of whom live in the City of Buenos Aires.

Nike put on sale the new Pumas rugby shirt, and wanted to put an end to that stigma to communicate that rugby is a sport for everyone, in which there are followers from the City of Buenos Aires (the country’s capital) to the provinces (the interior of the country).

For this reason, a campaign was carried out in which 4 players were taken: a puma from the city of Buenos Aires, a boy rugby player from a province in eastern Argentina, an amateur rugby player from southern Argentina and an amateur player from a western province.

The concept “Pumas de adentro” refers to the fact that rugby comes from inside the heart of the people of Argentina.

In the campaign, a shooting was carried out in each province of each model using the shirt, and pieces were made for social networks, billboards and prints.