Chivas is one of the most iconic soccer teams in Mexico but they had been having a rough year. The upcoming Copa Libertadores was going to be a challenge and we would have to launch the gala jersey in the midst of all the turmoil.
We knew that if we tried to rally support for the team with a big event, it would go up in flames. So we decided to "leak" the jersey online, creating the first digital jersey launch in Mexico.
How? By developing a series of teaser videos that revealed only the tiniest details about the jersey, and which were leaked hourly in the day leading up to the final reveal. Soon, sports blogs were reposting them everywhere.
Results: The Chivas gala jersey set a new record as the top-selling jersey in stores. The videos received 1.5 million hits in two days.