Client: PUMA
PUMA had already changed how football shirts were made. Through its RE:FIBRE programme, replica kits were created using at least 75% recycled textile waste, shifting sustainability from a niche initiative to the new baseline. The challenge was not the product, but attention. Sustainability messaging was being ignored, and new regulation demanded greater depth and substantiation. MSL responded by embedding the story inside something fans already care about: football shirt culture. Who Gives a Shirt became a five-part video podcast exploring identity, design and fandom, with sustainability woven through the narrative rather than positioned as the headline. Hosted by Jack Fowler and Kimberley Cumberbatch, the series featured credible voices from journalism, fashion and fan communities, building authenticity and reach. A deliberate episode arc led audiences from cultural context to material understanding, with RE:FIBRE landing as the final payoff. Distributed across major podcast and video platforms, supported by cross-category press and social cutdowns, the series created a content ecosystem designed for both depth and scale. The result was sustained engagement. The series generated 3.1 million listens and views, over 1 million social engagements and 520 million in earned reach. Listening time increased by 140%, with audiences staying through to the final episode. Six months on, organic growth continues without additional spend. By placing sustainability inside culture, PUMA turned a message people skip into content they chose to spend time with.
