adidas
Following a historic defeat in the Copa Libertadores final and the end of a long-standing partnership, Boca Juniors faced a defining moment. The challenge wasn’t performance: it was identity. Our response was to focus not on football alone, but on what Boca truly represents. Its people, its neighborhood and its culture: a way of life. By centering the launch around the jersey as a symbol of belonging, we reframed the sponsorship as a cultural statement. #LaDeBoca (#Boca's) campaign positioned the club as “el barrio del mundo” (the world's neighborhood): a global community rooted in local pride, passion and resilience.
Client
adidas
Campaign
#LaDeBoca
Category
Sponsorship Launch
Brand Platform
Cultural Campaign
Role
Creative Direction, Concept Development
The Challenge // After 27 years, adidas reunited with Boca Juniors, one of the world’s most iconic football clubs, to launch a new sponsorship at a defining moment for the team. The partnership followed a historic defeat against arch-rivals River Plate in the Copa Libertadores Final in Madrid and the end of a long-standing, successful partnership with Nike. The challenge was to create a campaign that reintroduced the partnership while capturing the passion, identity and resilience of Boca’s devoted fanbase.
The Solution // We developed the concept #LaDeBoca, emphasizing how fans feel Boca Juniors as more than just a football club: Boca is a way of life. The campaign highlighted not only the club's rich history and legendary players, such as Maradona and Batistuta, but the Women's Team as well as other disciplines like Basketball, connecting with the fervor of Boca fans everywhere as well as its culture.
The Result // The campaign successfully reignited the historic partnership between adidas and Boca Juniors, generating significant excitement among fans. The unique jersey design, exclusive to national teams, and the compelling "#LaDeBoca" narrative strengthened the club's identity and deepened fan engagement across the world, showcasing the club's identity beyond the football field.
