Every year on April 15th, the Jackie Robinson Day is celebrated. On that day, all players, coaches, and managers in every team, as well as the umpires, wear #42 (Robison’s uniform number) on their jerseys.

2019 is the year of Jackie Robinson's 100th birthday. The brand’s challenge was to honor his legacy in a way that showed that the importance of such a relevant figure goes way beyond his sport and his times.

To honor Jackie Robinson’s legacy in his 100th anniversary, we created a special edition of our iconic bottles. Designed to represent Robinson’s legacy in the sport and in his work with Civil Rights, the bottle completely embodies the spirit of our campaign.

To make it even better, for every bottle sold, the brand donated 42 cents for the Jackie Robinson Museum, representing the hero’s legendary number.

To represent Jackie Robinson's legacy, our special edition bottle integrates several unique design elements.

On it, we see Robinson's signature, his legendary number, and the unity of two parts (reinforced by two different colors - black and white), reminding us of the break of the "Color Barrier".The stitches that unite the different parts are red, representing the iconic color of our brand.

Our special edition bottles instantly became a collector's item. Not only among baseball fans but consumers in general.

Connecting our brand to the baseball universe and, at the same time, reviving such an important history of diversity and inclusion was seen as a bold, ethic move for such a big brand.

For every bottle sold, the brand donated 42 cents for the Jackie Robinson Museum, representing the hero’s legendary number. By doing so, the bottle not only reminded us all but also strengthened Robinson's legacy and his fight for the importance of diversity and inclusion.