The most famous goals in the Premier League – Agüero’s last minute title-winning finish, Oliver Giroud’s scorpion kick – have been scored in a conventional net. They have now been upstaged. Because the joy of the beautiful game is that with a little imagination, anything can become an impromptu goal – ‘borrowed’ traffic cones, a couple of jumpers, a park bench. And now, even an iconic London landmark.
DUDE London has transformed London’s Tower Bridge into The Biggest Goal for a supersized activation to mark the start of the Premier League 2025 for official partner and sports giant, PUMA, a super-sized stunt kicking off an influencer campaign.
Prolific football influencer, Jelani, was challenged by PUMA to find the perfect location for Aston Villa’s midfielder, Morgan Rogers, to score the biggest goal ever. After much deliberation and location scouting, the matter was settled. The River Thames would be turned into an enormous, unconventional pitch and the spectacular Tower Bridge with its 61m-high, 240m-long bridge – when opened – would act as the biggest goalposts ever for the biggest goal ever.
On Monday August 11, ahead of the first game of the premier league season on August 15, PUMA debuted its new season Brilliance ball by launching a giant inflatable 10.5 metre version of the ball created by production company, HELO, in the River Thames. Launched at the King George V lock by London City airport, the ball travelled 8 miles down the river to Butler’s Wharf. There, Aston Villa midfielder, Morgan Rogers, and Jelani were ready and waiting to “score” a first goal of the season by “driving” the ball through the goal-shaped silhouette of the opened Tower Bridge.
The activation follows and amplifies the message behind DUDE London’s previous Have a Ball campaign, that aims to rekindle the joyful spirit of the game by empowering players to express themselves freely and bringing their most creative game to the pitch.
Josele Angulo Rodríguez, Puma teamhead marketing teamsport licensed, “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 and inviting fans everywhere to kick off the new season with us.”
Joe Ribton, creative at DUDE, added, “I played football outdoors as a kid wherever, whenever – graduating from a section of fence in the garden as our goal, to jumpers in the park, to a (very dented) car. 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 is there to celebrate than scoring in the most iconic goal we could possibly create.”
