CASLA

On April 4th, in San Lorenzo’s first match in the Libertadores Cup 2024, we launched the Home & Away Kit. To do so, a local narrative was developed to connect and impact the San Lorenzo fan.

In the development of the narrative, we realized that what makes San Lorenzo one of the five big clubs from Argentina, are not the cups they won but the resilience and spirit of thrive of their members, fans & players. The spirit of thriving is what keeps San Lorenzo moving forward. No matter the adversity, San Lorenzo always finds a way to move forward. There is a phrase that has become popular among the Azulgrana world. Said by players, fans and even their coach. “San Lorenzo Va”.