Nike is sponsor of Boca Juniors, the most popular football team in Argentina. At Boca you must win the fans respect every match. With the purpose of launching the new Boca Juniors jersey, we developed a campaign centered on this concept.

For the launch of Boca’s new jersey, “The Mule” Martinez, one of the most iconic players, erased his 92,000 followers of his twitter with the idea winning them back on the field.

“The Mule”Martinez tweeted a photo of his new boots with his new Twitter user ID, (@burrimartinez07) on one side to motivate his fans to follow him. His tweet was: "Today I erased my 92,112 followers with the idea of winning them back by playing every match as if it were my first".

- In only 4 days Martinez won back almost 25k of his Twitter followers and in less than 10 games weeks, he reached 130k followers.

-In 4 weeks the entire batch of new jerseys was sold out.

AUDIOVISUAL CONTENT: We filmed the players making their haircuts and with that material launched an audiovisual manifesto. The print campaign showed each of the players with their rookie haircuts.

DIGITAL- TWITTER FROM ZERO: Burrito Martinez, one of Boca ´s top players, erased his 92,000 followers of his twitter with the idea winning them back on the field. 3 weeks later he hit 120,000 followers.

IN STORE PROMO: We created a promotion at several Nike Stores. In order to get the team ´s jersey you had to show how much you wanted it. For a month, fans passed through the stores to get their baptism haircuts done and earn a jersey. They shared the experience in real time through their social media profiles.

- In 4 weeks the entire batch of new jerseys was sold out.

- Over 1,000 fans got their baptism haircuts done.