Unveiling
Prior to the jersey launch, the campaign was introduced digitally through the @nikefootball Instagram account. This phase officially presented the campaign's core messaging to the public "La Locura Que Nos Une". A few days later, the campaign manifesto was launched to reflect the fans' deep connection to the club, featuring Guillermo Francella, a highly relevant voice in Argentine cinema and a prominent club figure.
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On-Pitch Debut
The Fan's Path (El Camino del Hincha): On Match Day, out-of-home media was deployed throughout Avellaneda during the Racing vs. River Plate match. The streets were activated with campaign messages painted on the ground, wrapped public transport buses, banners hung across bridges, and local structures.
Stadium Takeover: The brand brought the campaign directly to the fans inside the stadium. During the players' reception at "El Cilindro" (Racing's stadium), an impressive projection mapping was cast across the entire pitch, displaying the campaign's manifesto.
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MEDIA
The launch secured prime placement across major national media channels like Infobae and Olé, supported by strategic OOH coverage, while the stadium execution was broadcast live on ESPN. Fueled by fan accounts, influencers, and stadium attendees, the campaign generated massive social media buzz, pushing 'Nike' to become a trending topic in Argentina.
ENERGY
To maximize the launch, we executed a targeted seeding initiative with high-profile influencers and celebrities. The activation kicked off with an exclusive pre-match tour led by club legend Quique Wolff, followed by real-time content creation during the Racing vs. River Plate match to bridge the product debut with a high-visibility cultural moment.
NDDC
The digital retail strategy centered on a full takeover of Nike's online platform, painting the homepage, football landing page, and dedicated Racing Club site in Racing's colors.
NSO
For our NSO stores, the launch followed a strategic Attract-Engage-Connect approach. At key locations Nike Unicenter and Nike Avellaneda, we elevated the experience by intervening the store facades with Racing's signature colors, bringing the campaign to life right at the storefront.
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Strategic Partners
Locademia, the club's official retail store, was fully integrated into the release. Their storefronts and physical spaces were updated with customized window displays, campaign graphics, and product setups.
Also, the campaign was executed in an attract - engage - connect level in Templo del Futbol.
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