Pelé Sports appointed McCann Erickson West as its advertising agency, charged with developing a marketing communications program and creative campaign to introduce Pelé Sports to consumers
worldwide. Pelé Sports was launched at the beginning of the 2010 FIFA World Cup in South Africa. The brand's soon-to-launch "Play Free" campaign is focused on retail activation in the U.S.,
Europe and Australia. The campaign will support the current Pelé Sports footwear and the 2012 collection, which will debut in November.