We sent uniforms to We sent uniforms to 20 big female influencers in sports and social transformation. All of them were touched by Aída dos Santos' overcoming story and posted spontaneously, becoming advocates and amplifiers of our message.

Centauro is the largest sports retailer in Latin America and its purpose is to transform lives through sports. However, even though it has the best brands as partners, it was not an official sponsor of the Tokyo 2020 Olympic Games and wanted to gain media attention at such a disputed moment among sponsors.

In the Tokyo 64 Olympics, Aída dos Santos achieved the best result by a Brazilian athlete for more than 30 years, but she competed without any support from Brazil and not even a uniform. So our goal was to make the brand's purpose tangible, by ending the Olympic cycle from Tokyo to Tokyo. We are contributing to give Aída's story a new ending, and with the donation of the proceeds from the sale of the uniform, we are giving a new beginning to the stories of underprivileged women of the new generations.

We researched Brazilian Olympic stories and found an exception in Aída dos Santos' achievement. The athlete's uniform is an instrument of representation of its origins and nationality. Aída is a black and peripheral woman who competed in the 1964 Tokyo Olympic Games without a uniform, proof of the inequality of genders and races in sports and in society. Unfortunately, what happened to Aída still happens in Brazil, whether professional athletes or young people who see in sport the opportunity of a better life. We created a uniform with the symbols of Aída dos Santos' struggle, to be an icon of the change we want to see in the country and to inspire new generations of women.

Our strategy was mainly organic. We selected the 20 female influencers most likely to engage in the project and sent the uniform as a "received". They received it and posted it on different days, keeping the subject buzzing on social networks.

Centauro's audience is quite varied, since we are talking about sports lovers and physical activity practitioners, who do not necessarily fit into a single demographic profile, so we sent it to influencers all over Brazil, from athletes to journalists, going through executives, social leaders and even famous artists.

Each influencer received a box with the three pieces of the uniform and a letter telling Aída's story and inviting her to spread the word about the project, as the proceeds from the sale of the uniform are being destined to an NGO of social inclusion through sports.

20 uniforms were sent inside boxes that seemed to have a false bottom. Upon removing the outer lid, there was the text, "This is how Aída dos Santos felt in Japan in '64. But unlike her, you have been given a uniform. Use it well and help change that story." And only after removing the inner cover it was possible to see that there was a letter there about Aída's story and the uniform. The letter touched the influencers, who posted emotional videos, especially on their Instagram profiles. And the uniform simply captivated them all, who began to wear it not only for the initial promotion, but also in everyday life.

The brand did not have a quantitative sales or traffic generation goal. But in 40 years of existence, it had never had a campaign of such scope.

Main goals:

- Generate awareness for the brand in a qualified and truthful way during the Games.

- Gain media attention during the Olympic period, even without being an official sponsor.

- Build the brand's reputation to make its mission tangible: to transform through sports.

- Create a brand connection with Olympics lovers.

Key results:

- 1.4 billion people reached through organic media.

- US$ 400 K in earned media: proves the power of the story that managed to gain media attention during the Olympic moment, even without the brand being an official sponsor of the Olympics.

- 14+ million views on the campaign launch film.

- Sold out the uniform on the launch day.

The reality of Brazilian athletes is not easy. Aída, a woman, black and poor in the 60's, fought for everything she conquered, but never got recognition. As we cannot mend the past, we gave a new ending to her story and a new beginning for other women in similar conditions.

The uniform brings together, honors, and empowers black women connected to sports and social transformation. Carol Barreto, Designer and ModAtivist, created the uniform with the symbols of Aída's triumph. The first one was given to Aída and the others to influential women in sports and social causes. Georgia Prates did the direction, and Sandrá Sá did the voice-over for the film. The uniforms were sold and the proceeds donated to an NGO that helps poor women through sports.