PUMA kicks off Premier League with ‘biggest goal’ ever at Tower Bridge
PUMA has marked the start of the 2025 Premier League season by transforming Tower Bridge into what it calls the biggest goal of all time. The installation, created by agency DUDE London, was part of a supersized stunt and influencer campaign to promote the sports brand’s new Brilliance Ball and celebrate its partnership with the league.
Inspired by the informal creativity of street football, the campaign reimagined the 240-metre-long London landmark as a set of towering goalposts. Football influencer Jelani joined Aston Villa midfielder Morgan Rogers to stage the event, which saw a 10.5-metre inflatable version of the Brilliance Ball floated down the River Thames before being ‘scored’ through the open bridge.
The inflatable ball, produced by HELO, began its journey at King George V Lock near London City Airport, travelling eight miles to Butler’s Wharf. There, Rogers and Jelani completed the symbolic first goal of the season by manoeuvring the ball between the raised bridge towers.
The activation builds on DUDE London’s Have a Ball campaign, which encourages players to bring creativity and spontaneity to the game. PUMA’s new Brilliance Ball, its first Premier League match ball in 25 years, is central to the campaign.
Josele Angulo Rodríguez, Teamhead Marketing Teamsport Licensed, PUMA: "The Biggest Goal activation embodies the spirit of our partnership with the Premier League – celebrating the beautiful game in a bold, unexpected way. By transforming an iconic London landmark into the world’s biggest goalpost, we’re putting PUMA’s Brilliance Ball at the heart of football culture."
Joe Ribton, creative, DUDE: "Whenever you find yourself with a football, the same urge to create a goal and play returns. For the first time in 25 years, fans of the Premier League have a new ball to play with – what better way to celebrate than scoring in the most iconic goal we could possibly create."
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