One day, one goal? PUMA, corporate philanthropy and the cultural politics of brand 'Africa'

This article analyzes PUMA's "One Day, One Goal " campaign, critically examining how it aligns corporate philanthropy with brand-building initiatives in Africa. Giardina critiques the underlying cultural politics of the campaign, exploring how sports and charitable branded events construct a specific narrative about 'Africa'. The piece further examines the complex intersection of marketing strategies, corporate activism, and corporate social responsibility (CSR) in shaping perceptions and engaging with global development issues.