PUMA

As soon as Neymar broke Pelé’s record for most goals with the Brazilian national team, the comparisons between the two were bound to happen. But comparisons in football are rarely kind to a player’s career.

So we created the campaign "History Does Not Repeat Itself", launched worldwide at the exact moment Neymar surpassed Pelé’s record during the 2022 FIFA World Cup. It celebrated Neymar’s journey to that milestone—from a heartfelt, personal perspective—helping steer the conversation toward a less toxic, yet still honorable, narrative.

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### The work brings together material from the NJR collection, researched, retrieved, and assembled over the course of a year.

### Among this material, we uncovered a rare elementary school notebook, where Neymar Jr., already showing his artistic talent, had drawn a classic image of Pelé celebrating a goal. On the Santos jersey, above the iconic Pelé's number 10, the name written is Neymar’s.


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Em 2022, durante a Copa do Mundo, Neymar marcou seu 77º gol pela Seleção Brasileira, igualando a marca de gols que Pelé marcou pelo Brasil. 

Nossa campanha foi mais do que uma comemoração, mas uma homenagem ao Rei, que que tem uma história inigualável, afinal, História não se repete. 

Ambos atletas PUMA, os dois fizeram história no Santos e ganharam o mundo com o seu futebol. Ainda assim, quando olhamos a história de cada um deles de perto, não existe comparação. Aqui contamos a história de Neymar, que é resultado de todos que cruzaram seu caminho e o influenciaram, incluindo Pelé. 

Mais de 15 anos depois, Neymar se reencontrou com a sua profecia da camisa 10, quando rodamos o último clip desse filme. 

A campanha foi rodada globalmente no mesmo dia em que a marca foi atingida.

PUMA — História não se repete

PUMA — History doesn't repeat itself

PUMA — History doesn't repeat itself

The work brings together material from the NJR collection, researched, retrieved, and assembled over the course of a year.

Among this material, we uncovered a rare elementary school notebook, where Neymar Jr., already showing his artistic talent, had drawn a classic image of Pelé celebrating a goal. On the Santos jersey, above the iconic Pelé's number 10, the name written is Neymar’s.

PUMA — Cruise Rider

Palmeiras — Green is the color of envy

Palmeiras — Wherever it is green

PUMA — One of us

PUMA RS — Reinvent the future

PUMA — Cruise Rider

Palmeiras — Green is the color of envy

Palmeiras — Wherever it is green

PUMA — One of us

PUMA RS — Reinvent the future

PUMA — Cruise Rider