Puma’s Soccer Athletes Find Their Flow With Spotify

The athletic gear maker will sponsor podcast Who We Be Talks

DJ Semtex will interview Crystal Palace star Mamadou Sakho Puma/Spotify
Headshot of David Cohen

Athletic gear maker Puma incorporated music-streaming platform Spotify into the rollout of its Anthem Pack football boots.

In what Spotify called a first-of-its-kind partnership, Puma’s Find Your Flow initiative included playlists from soccer stars including Antoine Griezmann, Romelu Lukaku and Luis Suárez.

Each playlist will feature bespoke cover artwork and exclusive audio clips in which the players discuss how music helps them find their flow, what inspires them and their pregame hype tracks.

Puma is also sponsoring podcast Who We Be Talks, including a dedicated episode in which host DJ Semtex interviews Puma ambassador and Crystal Palace star Mamadou Sakho.

They will also co-curate a playlist of 21 tracks inspired by overcoming pressure on and off the pitch, which will include cuts from Nigerian artist Teniola Apata, French rapper Ninho and British rappers Stormzy and Tinie Tempah.

Spotify vice president and head of Europe, Middle East and Africa sales Marco Bertozzi said in a release, “As a global sports brand rooted in culture, Puma is the perfect partner to launch the first brand sponsorship of our original podcast series, Who We Be Talks. This first-to-market collaboration celebrates the strong link between music and sport, while establishing a deep, personalized connection between our engaged, culturally savvy listeners and Puma’s network of global athletes.”

Puma U.K., Ireland and Benelux head of marketing and communications Ruth How added, “It’s exciting collaborating with industry leaders Spotify, bringing listeners exclusive insights into the lives of Puma athletes. Sport and culture are intrinsically linked, and this partnership celebrates the pivotal role that music plays for footballers, both on and off the pitch.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.