May 22 2026, 9:47 am | BY Ricki Green | No Comments
Global sports company PUMA has partnered with The AFL Record to temporarily rename the iconic matchday staple as “The Scott Pendlebury” in honour of the Collingwood Football Club legend who is set to play his record-breaking 433rd AFL game this weekend.
Bursty was responsible for the idea, creative direction and PR execution of the campaign working closely with PUMA and The AFL Record to bring it to life.
The commemorative edition – produced in collaboration with PUMA – is the first official rebrand for the publication in 114 years with 5000 copies available for purchase at the Melbourne Cricket Ground on Saturday.
The masthead will feature a front and back cover takeover along with a host of stories and some favourite photos from AFL Media’s lead photographer Michael Willson.
The AFL Record has been a constant throughout Scott Pendlebury’s 432 games to date, documenting the moments that have defined his career and celebrating his key milestones.
The echo of “Get your Footy Record” will be replaced with “Get your Scott Pendlebury” as sellers outside the MCG also embrace the change, donning custom-designed PUMA branded t-shirts and caps for the occasion.
Says Pendlebury: “I’ve loved reading the AFL Record since I was a kid, so it’s pretty surreal to be honest. I’ve been blown away by all the support not just this week but throughout my career and to have major brands like PUMA backing me from the beginning has been amazing.”
Says Neysa Goh, Director of Marketing at PUMA Oceania: “For nearly two decades Scott has set the standard for elite performance, leadership and consistency, so we wanted to do something unique to mark his incredible milestone. Bringing together two icons of football felt like a fitting tribute.”
PUMA has been a player partner of Scott Pendlebury since 2015, supporting him through the highs and lows of his storied career.
Pendlebury has also worked with PUMA to produce a custom pair of boots which he will wear for the record-breaking game.
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