Sports brands have to prepare for every possible outcome in live football. One that does it better than most is PUMA, whose personalised reactive assets have stepped up the standard on social from stock imagery to bespoke illustrations that its athletes love to share. In this episode we're joined by Abigail Rogers, PUMA's team head of global creative content, to find out why PUMA talks more about key moments in sport than it does about its products. Expect to hear what's sitting in the brand's content graveyard, how to plan for reactive content, and how PUMA's response differs between new player sign-ups, club sponsorships, and major tournaments.

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