Football fans in Argentina are fanatical about the teams they support. In many families, team loyalty is passed down from one generation to the next, much like a religion. Boca Juniors—with the biggest fan base by far—is one of the most iconic football teams not only in Argentina, but also in Latin America. The club is deeply connected to its roots in a distinctive neighborhood of Buenos Aires: La Boca, whose unique history, culture, and art have become part of the team’s identity. With this in mind, we developed the new visual identity for the new team kit Nike was launching at the outset of the season.

La Boca has its own unique culture, history, and look and feel. To authentically communicate this, we walked through the neighborhood, taking photos of its walls, its architecture, its street art. The new visual identity incorporates iconic elements of La Boca—from the style of its most representative painters, to the style of new urban artists who have left their mark on the neighborhood, including the graffiti on its walls, to the iconic chain-link fence of La Bombonera stadium. Our visual system is broad and flexible, designed for communications in different media and channels. It expresses the local spirit while reflecting the international projection that characterizes the club.