Ao signed by LePub, and made possible by Bizzys
One of the Brazilian clubs with the most titles, So Paulo presented its new uniform for the 2024 season, made in partnership with New Balance. Actions related to the launch began on Wednesday (17), when the club and the global sports brand will make the new shirt available virtually on the internet, so that the image can be downloaded by fans.
But with one detail: the photo is larger than the download capacity of common cell phones and computers. However, Tricolor fans will have access to a spoiler of the club’s long-awaited new jersey, and will be able to download some parts of it.
The idea behind the New Balance and So Paulo campaign is to show that the archive is as heavy as the club’s history and shirt. What makes the photo impossible to download, in addition to the very high resolution, is that it carries the entire history of Tricolor in its metadata.
There are 93 years of history contained in the image, including the foundation, statistics, top scorers, lineups for each year, notable episodes such as the 1943 Paulista, the formation of the Presidente Laudo Natel Athlete Training Center, in the city of Cotia, and the emergence of the nickname Clube da F. These stories, in addition to appearing in the metadata, will also be present on the club’s shirt.
The launch strategy is aligned with the recent unprecedented victory of the Copa do Brasil in 2023, consolidating the new shirt as the heaviest in the history of So Paulo.
The action was signed by LePub, and made possible by Bizzys.
