Special shirt for Atlético, Cruzeiro and Internacional seeks to contribute to the fight against racial discrimination
In November, a month of awareness about the fight against racism and exaltation of black culture, Adidas, in partnership with Laboratrio Fantasma, brings together Atlético, Cruzeiro and Internacional to launch a special shirt, which aims to pay homage to the braid, a one of the most recognized symbols of resistance in black culture.
With creative direction from Laboratrio Fantasma, the campaign features the participation of rapper, singer and composer Rael, who narrated the initiative’s launch video and is available in a joint publication between the profiles of Adidas Brasil and Laboratrio Fantasma.
With the message “Braid Brazil and Africa”, the Black Excellence campaign is inspired by different types of braids throughout history, representing these symbols in the shirt’s design.
“This collaboration with Adidas and the clubs aims to highlight how African traditions are present in our society and that they should be a source of pride, respect and appreciation. As a football lover, it is a dream to be able to make this collab possible with adidas, which will bring pride, awareness and affection to so many fans and to Brazilian society. Brands play a fundamental role in this dialogue and it is a pleasure to be part of this achievement”, comments Evandro Fiti, CEO of Laboratrio Fantasma.
The Cruzeiro, Internacional and Atlético Mineiro Excelência Negra shirts are now available on the Adidas Brasil website, in the brand’s and official club stores.
