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7 February 2018

Dentsu Aegis Network’s Gravity Awarded Pelé Brand Identity And Digital Presence

February 7,2018 (New York, NY) 

Gravity has been chosen as the creative and digital agency of record for international icon Pelé. The agency will aid in developing and expanding the brand image and social media.

Pelé, one of the most quintessential figures in the world and history of soccer, began his professional career at Santos Futebol Clube at age 16 and remained there for nearly two decades. Having led Brazil to three FIFA World Cup wins, and becoming the all-time leading scorer in the history of soccer, Pelé became one of the most legendary figures of the sport until this day. His professional achievements are only surpassed by his philanthropic ones. Gravity is tasked with global research and strategy development, the redesign of all digital platforms and the global management of Pelé’s social media platforms, including China.

Gravity will further define and develop the Pelé brand through an integrative approach that is informed by key global research insights. “Gravity has a proven track record of stellar success in the industry,” said Joe Fraga. “Their passion for marketing and soccer coupled with their admiration and respect for Pelé the person and athlete, make them the ideal partner for our organization.” The New York-based agency will establish brand guidelines that will inform future marketing efforts and fuel the creative direction for digital properties as well as elevate and drive awareness of the Pelé brand to global audiences.


The New York-based agency will establish brand guidelines that will inform future marketing efforts and fuel the creative direction for digital properties as well as elevate and drive awareness of the Pelé brand to global audiences.


“Many have said his accomplishments on the soccer field are unsurpassable, and to this day his legend lives on as he continuously inspires today’s youth. As a huge soccer fan, and even more so a fan of Pelé, I am elated to have our company help to grow the brand image of such a historical and inspirational sports figure,” stated Yuriy Boykiv, the chief executive officer of Gravity. “As a global marketing agency this opportunity allows our team to demonstrate its marketing acumen that will drive and grow the Pelé brand.”

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