This Sunday (11), during São Paulo’s home match for the 22nd round of the Brazilian Championship, the club’s fans who were at MorumBIS and surrounding areas got a taste of the club’s new shirt, developed by New Balance. In a festive atmosphere, in the middle of the players’ bus reception, the fans were able to access exclusive details of the club’s new third shirt, which will be in honor of Torcida Que Conduz, an affectionate term for the tricolor fans.
With a packed MorumBIS stadium, more than 10,000 fans were impacted by the spoiler on the website camisaqueconduz.newbalance.com.br, which could only be accessed via geolocation within a 3 km radius of the bus. In addition to the first-hand news, they also received the 13th month free on the annual Sócio Torcedor plan, guaranteed by registering on the website.
“Following the narrative that began at the beginning of this year, with this activation we seek to celebrate one of the club’s greatest assets: the Fans Who Lead. That’s why, for the first time in history, they were the ones who had first-hand access to the launch, a tribute only to those who are always there for the club,” says Leandro Moraes, brand director at New Balance. São Paulo’s commemorative uniform will be on sale starting this Tuesday (13).
