Tigre Football Club has 111 years of history. And despite the enormous popular support it enjoys, it has spent most of these years in the lower divisions of Argentinian football.

In the last years, its game has improved dramatically, and the club now plays in First Division.

But this spectacular improvement has not been reflected in the growth of its marketing: Tigre FC has been wearing the same traditional football shirt for the last 111 years.

We dived into popular culture to get a true taste of the passion of the fans.We found that the new generation of Tigre fans are writting a T on the walls as a symbol of their passion and we turned it into a T-Shirt, changing the traditional design.

Before the official launch, we stuck the new T shirt on dozens of walls, to see how the fans would react.

- The passion of the fans made the T-SHIRT disappear from the walls… and the stores.

- Investment: 50 sample T-Shirts

- Sales: 4000 T-Shirts in the first week.

- THE T-SHIRT is the best selling shirt in Tigre FC´s history.

- Thousands of fans on Facebook endorsed the new shirt and the press positively highlighted this historic change.

- One hundred and eleven years later, for the 2013-2014 season Tigre FC sported a shirt with a new design.