The club and the brand reveal the new uniform, incorporating the club’s history into the virtually “heavy” image.
O So Paulo Football Club It is the football team with the most successful history in the country. Among its countless achievements, Tricolor from São Paulo is the only Brazilian club to have won the Interclub World Cup for three times, defeating giants such as Barcelona, Milan and Liverpool in the finals. And this Thursday (18), So Paulo will present its new uniform, made in partnership with its sponsor and supplier of sporting equipment, New Balance.
Actions related to the launch began this Wednesday (17), when the club and the global sports brand made 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 had access to a spoiler of the club’s long-awaited new mantle, and managed 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 Paulista of 1943 (responsible for the famous expression “where the coin lands on its feet”), the formation of the Centro de Training of Presidente Laudo Natel Athletes, in the city of Cotia, and the emergence of the nickname Clube da F. Stories that, 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 shirt designed by New Balance will be the first for So Paulo with a Brazilian Cup in the trophy room. This is the new uniform of the only three-time world champion in Brazilian football and where icons of football history have passed, such as Lenidas da Silva, Zetti, Ra, Rogrio Ceni, among other great names. We are proud to start this partnership by bringing a unique and disruptive launch for the heaviest shirt in Brazil”, explains Leandro Moraes, brand director at New Balance.
So Paulo’s executive director of Marketing, Eduardo Toni, emphasized the club’s grandeur and exterior, expressed in the design of the new uniform.
We are the only team in the country with three world titles. Therefore, there is nothing more legitimate to say that So Paulo’s shirt is the heaviest in Brazil. The launch of our new uniform with New Balance, which brings this concept of the heavy shirt, faithfully portrays the greatness and strength of So Paulo Futebol Clube as an institution and as a football team. And we certainly have the objective of growing even more in 2024, with new goals ahead on the pitch, said Toni.
The action was signed by LePub, and made possible by Bizzys. Felipe Cury, CCO at LePub, explains that the image is not only the heaviest, but also holds surprises for those who manage to download it.
“We used the archive’s information space to talk about the important history of So Paulo, detailing statistics and records and the glorious journey of Tricolor”, reveals the creative.
Technical Sheet
LePub
Aldo Pini: CSO & Partner
Felipe Cury CCO & Partner
Greg Kickow: Executive Creative Director
Alex Adati: Executive Creative Director
Daniel Packness: Director of Strategy, Culture and Insights
Joanna Alencar: Business Director
Bruna Marchi: Producer
Beatriz Takahashi: Produtora
PR Publicis Groupe Brasil:
Director: Leonardo Thunder
Communications Coordinator: Val Machado
New Balance press office
InPress Porter Novelli
BIZSYS
Fabio Palma CTO and president
Renato Cataeno Technical Leader
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