It all kicks off on June 14, the World Cup that is. And for 2018 the FIFA World Cup™ sees Hublot appointed as the official timekeeper.

Hublot is celebrating with legends including Pelé, Maradona, Jose Mourinho and Usain Bolt as friends and brand ambassadors. As champions, they convey the message “How to become a champion!”

The campaign is brought to life through 13 visuals of football legends combined with their motivational quotes. The likes of Pelé and Maradona share their thoughts on what made them into champions.

13 personalities succinctly share the most inspiring quotes to inspire everyone to become a champion. The campaign unites players, coaches, and legends who all share a love of football. The campaign features a team of 13 living legends including Pelé, Diego Maradona, coach José Mourinho and Usain Bolt, the fastest man in the world and a football fan—, international referee Bjorn Kuipers, Swiss international Xherdan Shaqiri; footballing icons—David Trezeguet, Marcel Desailly and Alexei Smertin, managers of the national teams playing at the FIFA World Cup 2018TM—Stanislav Cherchesov (Russia), Gareth Southgate (England), Julen Lopetegui (Spain), Didier Deschamps (France) and Hervé Renard (Morocco).

Diego Maradona

Jose Mourinho

The campaign is a combination of words and images; the portrait series reveal the distinctive character of each personality. Included in the portraits is the watchmaking symbol of the 21st World Cup  – the emblematic Matriochka or the Hublot football, both of which were created and painted by the contemporary Russian artist Andrey Bartenev.

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