Chivas is the most iconic soccer team in Mexico but they were having a rough year. We were charged with launching a new gala jersey to disgruntled fans. So we decided to "leak" the jersey online, creating the first digital jersey launch ever.
We created 11 teaser videos, one for each championship title, using actual cheers recorded at Chivas Stadium. On launch day, we leaked one video every hour. Soon, sports blogs were reposting them everywhere, building expectation for the big reveal.
The Chivas gala jersey set a new record as the top-selling jersey in adidas stores. The videos received 1.5 million hits in two days.