Football fans in Argentina are fanatical about the teams they support. In many families, team loyalty is passed down from one generation to the next, much like a religion. Boca Juniors—with the biggest fan base by far—is one of the most iconic football teams not only in Argentina, but also in Latin America. 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. With this in mind, we developed the new visual identity for the new team kit Nike was launching at the outset of the season.

We developed the typography by using actual graffiti tags from the La Boca neighborhood and simplifying the lines slightly to make the letters more legible. We wanted to celebrate the artistic expressions that represent the local culture and the community identity. The new visual system is broad and flexible, designed to accommodate communications in different media and channels. It incorporates the style of new urban artists who have left their mark on the neighborhood. The typography was used not only in the campaign materials but also in physical retail windows.