Preference Choice Publication

Puma and Spotify team up for Find Your Flow campaign

David Murphy
Puma Spotify Sakho Semtex

Puma ambassador Mamadou Sakho (l) with Who We Be Talks podcast host DJ Semtex 

Puma and Spotify have entered into a partnership to celebrate the launch of Puma’s Anthem Pack football boots. The ‘Find Your Flow’ campaign will see exclusive playlists from Puma-sponsored footballers including Antoine Griezmann, Romelu Lukaku, and Luis Suarez, featured on Spotify. Each playlist features bespoke cover artwork and exclusive audio clips about how they’ve found their flow through music, including what inspires them and their pre-game hype tracks.

The two companies have also co-created content within a Spotify Original podcast series. The Who We Be Talks podcast will include a special episode featuring Crystal Palace footballer and Puma ambassador, Mamadou Sakho. During the podcast, host DJ Semtex interviews Sakho about how he finds his flow in the game and life. They discuss his favourite music anthems on and off the pitch, his latest Puma boots, and share insights into his lifestyle and views on culture.

The takeover also sees DJ Semtex and Sakho co-curate a playlist highlighting their favourite tracks that are inspired by overcoming pressures both on and off the field. The 21-track playlist includes tracks from Nigerian artists Teniola Apata and French rapper Ninho. British rapper Stormzy’s track ‘Big For Your Boots’ and Tinie Tempah’s ‘Girls Like’ also feature in the list.

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