Umbro & Athletic Club - Championed by all (2011)
Athletic Club is the only Spanish team that wears Umbro. Therefore, our mission was two-fold: to present the away kit driving store traffic, and to introduce the new approach of the brand in the spanish market (Umbro was bought by Nike 2 years ago)

The main idea consisted in flipping a jersey’s natural progression: Instead of being popularized by players and then passed on to regular people, they would pour their lives into the away jersey before it was worn by the players. 

Our intentions were to make this jersey a true icon of all the fans, and to make all these poured experiences encourage and accompany the players when playing away games.

Before going on-sale, the kit was introduced through buzz-generating oriented PR activities. During a week, almost the whole of Athletic's most iconic fans worn the kit in their daily appearances. From these appearances we created a "CALL" viral video. By this, we presented the project and the incentive promo: Everyone could have the chance to wear the jersey before the players, just by pre-ordering it at the stores. Most of the regional and national newspapers and TV stations featured the content, driving traffic both to the website of the project and the stores.

At the stores people got the jerseys, and a GPS-equipped mobile device. Why? These devices allowed users to generate real-time content in the website while the GPS signal was leaving a real-time trace. Therefore, carriers started pouring experiences into the jerseys, while website users could check the poured experiences in real time, and even more important, follow their own route to the nearest jersey to preview it before it's on-sale.

Two weeks later the project came to its end. To get new media attention to the kit release in stores, the promo winners were invited to a event attended by the players to hand over them the new jerseys and we launched a final video and a legacy website to show the whole progression of each kit.

"Call" Stage video (spanish)
Real-Time Website
Resume (On-Sale) Video (Spanish)
On-Sale Poster
Bits of people's content
Umbro & Athletic Club - Championed by all (2011)
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Umbro & Athletic Club - Championed by all (2011)

Integrated campaign for the launch of the new Athletic Club's away kit by Umbro.
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