Centauro is the largest sports retailer in Latin America and its purpose is to transform lives through sports. However, 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 30y, but she competed without any support 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.

Budget: US$ 195K. Initial production: 57 uniforms. But demand was big and we continued producing and selling.

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.

Centauro's audience is very varied, they are sport lovers and physical activity practitioners, who do not fit into a single demographic profile.

We created the uniform that Aída dos Santos never received from Brazil and went beyond, including details and design elements that told her story. From a suitable hoodie to accommodate her black-power hairstyle, to the embroidery representing the shanty town where she was born, her lucky number, a reference to her injured leg when she jumped in the finals, and many other symbols of her hardships.

Materials:

The Vegas Gold fabric, 100% polyamide, represents all the gold medals Aída should have received.

And the Heavy Bic Blue fabric, 100% polyester, represents Orixá Guerreiro, her protector deity.

We produced 140 uniform sets, including pants, tracksuit and bodysuit, for US$287, and sold for US$108. To deliver the superior quality worthy of Aída, Centauro paid for the difference.

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.