In an era where it is impossible to launch a football kit without it being leaked before the official launch, New Balance repurposed the leaking culture, by shifting its focus from the jersey’s design to the club's history.
The Heaviest Jersey turned what could be another traditional football jersey leak into a data visualization experience showcasing 94 years of history, resilience, overcoming difficulties, glories and trophies of São Paulo F.C. More than that, the brand dived deep into football culture to present a new path for the sports industry through the creative use of data.
The Heaviest Jersey turned what could be another traditional football jersey leak into a data visualization experience showcasing 94 years of history, resilience, overcoming difficulties, glories and trophies of São Paulo F.C. More than that, the brand dived deep into football culture to present a new path for the sports industry through the creative use of data.
THE HEAVIEST JERSEY
The first jersey leak your device can't afford to downloadRole: Executive Creative Director, Copywriter
Creative Team: Gregory Kickow, João Eustachio, Gabriel Santos
