Estudiantes is a historical basketball team in the Spanish league. With a very tight budget and hard work from their players, the Club is known as a “resistance symbol” in this world of Sports with enormous budgets, where values and identity are subordinated to results. This is an attitude that distinguishes our fans from the rest of the teams (Real Madrid and Barcelona FC above all). Nevertheless, in the last few years, it has not been able to avoid the decresing number of subscribers resulting in a critical situation. The fans have forgotten the need to support the club also economically.But, what would happen if one day you woke up and your beloved club and all the values that it represents, were about to be purchased by someone that wants to transform it into something you hate?False news, even the media believed it to be real, and tried to make each fan remember what it means to be part of the “Estu” and why today, more than ever, the club needs them to defend it from reality. A risky and polemic act, but it worked, without doubt.