We go back to the roots looking for inspiration, guidance or to reset. To understand why we arrived where we are now and how. Go back to the roots to better understand what our shield really represents. Go back to move forward. Because going back does not mean stay in the past but reborn. PUMA and the VCF look back and reimagine historic jerseys, modernizing the design but keeping the essence. The “granate” T-shirt, the bat or the black sleeves from Benítez’s golden era. Under this concept we created a pack of assets where the past, present and future lies; the stadium.


Idea, Concept and Creative Direction by Helsinki
Photography by Santiago Belizón