PUMA takes over Spotify's Who We Be podcast and drops exclusive athlete playlists in platform first.

16 August 2019 - Press release

Spotify is bringing together the best of music and sports culture with a new, first-to-market partnership with global sports brand PUMA.

The multifaceted takeover, ‘Find Your Flow’, creates a space on Spotify for audiences to engage with PUMA and their network of inspirational footballers. The partnership celebrates the launch of PUMA’s Anthem Pack football boots, by curating exclusive playlists with athletes at the top of their game, including: Antoine Griezmann, Romelu Lukaku, and Luis Suarez. In an unprecedented collaboration, Spotify and PUMA have also co-created content within a Spotify Original podcast series.

As part of Spotify’s ongoing efforts to give people around the world access to the best audio content, the four-part sponsorship of the popular Who We Be Talks podcast will include a special dedicated episode with famed Crystal Palace footballer Mamadou Sakho, launching this week.. During the podcast, host DJ Semtex interviews the PUMA ambassador 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 Mamadou 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 shows love to musicians around the world including 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. 

Each PUMA player 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. 

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

“As a global sports brand rooted in culture, PUMA is the perfect partner to launch the first brand sponsorship of our original podcast series, Who We Be Talks,” said Marco Bertozzi, VP, Head of EMEA Sales at Spotify. “This first-to-market collaboration celebrates the strong link between music and sport, while establishing a deep, personalized connection between our engaged, culturally savvy listeners and PUMA’s network of global athletes.”