Nike asked us to create a new visual platform for launching the new kit for Boca Juniors, one of the most iconic football teams in Latin America and a globally recognizable brand. Our campaign was directed at men and women between the ages of 18 and 25, with the ultimate goal of reaching millions of Boca fans around the world. 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. Despite winning many national and international titles, the players have stayed true to their origins and continue to identify with La Boca. Like the team, the fans associate themselves with everything La Boca: the streets, the style, and the attitude of the people. When developing the new team kit, we capitalized on this insight.

La Boca has its own unique culture and look and feel. To authentically communicate this, we walked through the streets of the neighborhood, taking photos of its walls, its architecture, its street art. All of this served as inspiration for the entire campaign. The new visual identity expresses the local spirit while reflecting the international projection that characterizes the club. Our visual system is broad and flexible, designed for communications in different media and channels. It incorporates the style of the painters of La Boca and the style that urban artists have imprinted on the neighborhood. We developed the typography by using actual graffiti tags and simplifying the lines slightly to make the letters more legible. The campaign, directed at sports fans between ages 18 and 25, was designed to highlight La Boca’s culture and give supporters something they can relate to, show off, and be proud of.

Our goal was to promote football, the club, and the culture of La Boca to men and women. The campaign was launched on 8/1/2018 via various formats including online media, digital and physical retail, billboards around Buenos Aires, and stadium posters. Audiovisual content featuring the brand, the club, professional and youth players, and influencers was placed on Instagram.

The Boca Juniors team kit celebrates the culture of La Boca. Our visual identity incorporates elements of the neighborhood—from the iconic chain-link fence of La Bombonera stadium to the graffiti around La Boca and other artistic expressions of the people. Now the team and the fans bring the neighborhood everywhere they go.

Consumers and the media responded enthusiastically. The relationship between the brand, the club, and the fans has been strengthened.