THE IDEA
PUMA needed a Pride Day campaign that said something true. The brief was a genuine manifesto about freedom and visibility, built around Cristina Pedroche, the Spanish Women's National Football Team and players from Madrid Titanes and Panteres Grogues rugby clubs.

‍THE APPROACH
Huxley handled all film production in collaboration with Helsinki Creative Agency. The film captures liberation without the visual clichés that make most Pride campaigns feel like obligation. The combination of a TV icon, elite female athletes and LGBTQ+ sports clubs created the breadth of voices the brief required.

‍THE RESULT
Won Best Marketing Campaign at Premios Diffusion Sport 2025 — the highest sport marketing recognition in Spain. The film reached national broadcast and digital audiences and gave PUMA a cultural position rather than a seasonal campaign.

AWARD
Best Marketing Campaign. Premios Diffusion Sport 2025‍