The brief was to launch Toluca FC’s Day of the Dead special edition jersey created by Under Armour as a way to strengthen the bond between the brand and the fans. The objective was to generate the commercialization of the new limited edition with an idea that touched the fibers of the fanatics, connecting Mexican people with their traditions on a very significant date.

Under Armour launched a special edition jersey for TOLUCA’s football team. The jersey was inspired by traditional ornaments of the Day of the Dead, a special date for the Mexican people. What did we do? During that month we brought the first TOLUCA FC players back from the dead. Yes, we reborn the first football team that founded the club in a game where everyone could play with them and honor them: FIFA 22. We designed the characters thanks to professional gamers that used the native platform and put our limited edition jersey in the game to launch it before real players did. One week after the first match, the jerseys were sold out.

We solved the brief’s challenge by focusing on the most important thing in football: the fans.

We focused on creating an experience where gamers and fans could celebrate the Day of the Dead and their beloved team, creating avatars with the jersey to remember the founders of their favorite club in their favorite game: FIFA 22.

Honoring the memory of the players who founded the club and aren’t with us anymore but are in every fan’s heart is an initiative that has a deeper purpose than just launching a special edition; it is a way to keep the link between the club and their fans strong. A key objective that is always present in every Under Armour brand activation.

The Day of the Dead is celebrated on November 1st and 2nd. On those dates, we launched tutorial videos on Toluca’s and Under Armour’s Youtube channels. The tutorials explain how to make the original football players of Toluca FC, so fans could use it to create the players themselves in FIFA 22. More than 10 influencer gamers streamed the matches on their own Youtube and Twitch channels.

During the day of celebration, a group of fans and streamers honored the first team by replicating and playing with them on FIFA 22, thanks to our 100 minutes of tutorial videos.

They streamed on their YouTube and Twitch channels, achieving an audience as big as 3 full Toluca Stadiums in 27 hours of organic streaming, where fans talked a lot during the matches, generating more than 1370 live comments that celebrated Under Armour’s initiative

Thanks to our initiative, the jersey sold out in one week in stores and online, all over Mexico, and we gave fans a way to celebrate the tradition with their team, honoring these players in a fun and respectful way.