Problem

After 27 years, Adidas reunited with Boca Juniors, one of the world's most iconic football clubs, to launch a new jersey. The challenge was to create a campaign that not only celebrated this partnership but also resonated deeply with the passionate Boca fanbase, encapsulating the essence of what it means to be part of Boca.

Idea

We developed the concept "#LaDeBoca," emphasizing that Boca Juniors is more than just a football club—it's a way of life. The campaign highlighted the club's rich history and legendary players, such as Maradona and Batistuta, while connecting with the fervor of current fans. As a dedicated Boca supporter, I took the initiative to design the campaign's key visual, which was approved by Adidas worldwide.

Key Visual

Although our main role in this project focused on creativity, as a Boca fan, I personally requested to design the campaign’s key visual. To my great fortune, Adidas Worldwide supported me and approved my design.

Results

The campaign successfully reignited the historic partnership between Adidas and Boca Juniors, generating significant excitement among fans. The unique jersey design, exclusive to national teams, and the compelling "#LaDeBoca" narrative strengthened the club's identity and deepened fan engagement.