Puma cannot use the Champions League logos and marks to showcase Borussia Dortmund’s road to Wembley. The cat is then showing some creativity to outline their partnership with BVB playing the final in Wembley.
Puma is smartly utilising, one of BVB iconic player Marco Reus to feature in a social media campaign: “London Wir Kommen” (London here we come).
Without using any event related marks, Puma communicates on their team that will play their historic rival Bayern Munich. Some may call it ambush marketing, I call it being smart.