Built by Sisterhood. Rooted in Culture. مبنيّة على الأُخوّة النسائيّة، ومتجذّرة في الثقافة. During AFCON, DAR Studio collaborated with PUMA Morocco on an editorial honoring sisterhood and mothers as the true keepers of culture. At a time when football unites the continent, the game becomes a shared language of belonging, passed down through generations. From living rooms to stadium screens, from mothers to daughters, football carries memory, pride and identity. Rooted in Morocco’s energy, the project celebrates the women at the heart of the culture, shaping narratives, preserving traditions, and redefining their place within the game.