PUMA
WHO GIVES A SHIRT
Football fans can spend hours discussing a shirt.
What if that conversation could change how they think about sustainability?
THE CHALLENGE
PUMA had spent five years turning sustainability from a reporting exercise into a brand platform through FOREVER.BETTER. Podcasting had become a core channel for that shift, with previous series stripping away corporate language to make sustainability more accessible. But by 2025, the challenge had evolved. Sustainability alone was not the barrier. Attention was. Younger audiences were saturated with brand purpose messaging and increasingly sceptical of it. PUMA needed to keep FOREVER.BETTER. culturally relevant by anchoring it in something people already cared deeply about, without diluting credibility or sliding into greenwashing.
THE APPROACH
We reversed the usual order. Rather than leading with environmental impact, we started with the cultural and emotional weight of football shirts, allowing sustainability to emerge naturally as part of the story.
Who Gives a Shirt is a five-part video podcast series exploring the history, design, identity and future of football shirts, with environmental impact woven throughout. Hosted by former professional footballer Jack Fowler and content creator Kimberley Cumberbatch, the tone was curious, not preachy. Guests were chosen for perspective, not brand proximity: journalists, historians, superfans, designers and upcyclers carried the narrative, with PUMA's role present but never dominant. Each episode tackled a different entry point, from how kits became symbols of community to circular design through PUMA's RE:FIBRE initiative. The format was deliberate: podcasting rewards depth, earns trust and lets audiences opt in on their own terms.
THE IMPACT
Who Gives a Shirt proved that sustainability content can compete as cultural content. The series drove millions of listens and views, was featured on the Apple Podcasts homepage, named Amazon Music Podcast of the Week and charted across Spotify and Apple. Earned coverage spanned culture, sport, fashion and sustainability titles, with entirely positive sentiment across social and editorial. By placing environmental impact inside football culture rather than alongside it, the series helped move FOREVER.BETTER. from explanation to immersion, strengthening the platform as an ongoing conversation and contributing to PUMA's wider recognition as a global sustainability leader.
3.1M
total listen and views
1M+
social engagements
5#
on Spotify Arts chart
520M+
earned reach across editorial coverage