Nike launched San Lorenzo’s new jersey which was the first time they were sponsors of the team.

To encourage the fans to buy the jersey we offered something that was much more than a discount or a typical promo: the possibility of being part of the team.

The annual team photo of each team in the league is something fans collect and hang on their walls or in businesses.

What better way to kick off the new sponsorship of a team than doing something that rewards the people who should be rewarded: the hardcore fans.

So we decided to offer the first 100 fans that bought the jersey online the possibility of being part of the 2015´s team photo.

This event generated a lot of buzz about the picture, the perfect visual association of Nike with the team and fans.

The new jerseys sold out in less than 72 hours.

- In 72hs 5,600 people downloaded Nike’s football app.

- In 72hs nearly 50% of the members of the club were able to buy the jersey before the stock ran out.

- 30% more Likes on facebook compared to the launch of Boca Jersey (Argentina most popular team)

- Twitter interaction: 6,07%