adidas\Chivas gala jersey launch 2012
Chivas is one of the most iconic and well-loved soccer teams in Mexico, as well as one of the two with the greatest fanbase (they call themselves "the herd"). However, the team had not been having a great year.
During this difficult time, the team would be playing the Copa Libertadores, the most prestigious cup in the continent. And we would have to launch the gala jersey in the midst of all the turmoil.
We knew that if a big event was planned, it would go down in flames. Therefore, we decided to do it differently: via the first digital jersey launch for Mexico.
We developed a series of teaser videos that only allowed a few sneak peeks of some of the jersey’s tiniest details. Every hour, a new video would be "leaked" on YouTube. Sports blogs quickly caught on and reposted them everywhere, including the official Chivas Facebook page, building up the expectation for the final reveal.
Later on that same day, just before their first Copa Libertadores game, the reveal video was uploaded, showcasing the new jersey in full. A few minutes later, the players proudly defended it in Argentina.
The actual product wouldn’t reach stores till 3 weeks after the game, so a print campaign and retail materials were launched at that point.
Results: Currently, the Chivas gala jersey is the top selling jersey in stores. The videos received 1.5 million hits in two days.
My role: Digital strategy/Concepting/Copywriting