Alianza Lima is one of the soccer clubs with the most fans and titles. The soccer began in Latinamerica as street football. For this reason we decided to bring that emotion to the whole campaign so fans could relate more to it  than using a “clean” and “premium” look.
Challenges
Follow international guidelines, but create something unique that differentiates this from the multiple shirts of Nike. The home kit was the "strangest" jersey ever released in Alianza Lima’s history so we had to connect with the fans to make it look familiar.
Many pictures where taken from the stadium neighborhood to learn about visual culture.
The connection between the fans, the team and La Victoria is so deep that is represented in colors, words and symbols.
Picture I took to some locals in the Matute neighborhood, the place where the Alianza Lima's stadium is.
A R T W O R K S
I Leaving Mark
We took pictures of several street-wall textures and used them for making the visuals.
IIÂ Graffiti tags
We used several graffitis as a reference and made the phrase "CorazĂłn Alianza" with them.
IIIÂ Grunge team crest
We made a grunge version of the team logo representing the many we saw painted on streets.
I Encourage Phrases
Wrote some of the most popular words among Alianza Lima fans to complement the art.
IIÂ Nike Swoosh Graffiti
Linking street art from the Alianza Lima central Neighborhood with the Nike Swoosh.
I Womens jersey
Taking into account all the graphics created, a special artwork  was made for the female jersey.
IIÂ Street Art work Digitalized
We digitalized a common sprayed symbol among fans (“AL” heart) to make the campaign more relatable to them. They loved this consideration.
Best of two worlds
On left is a digital as a reference of european Nike jersey campaigns and the right is street styled.
T E A S E R
About
We wanted to show the contrast between the digital design Nike were using in european club campaigns and the  street-football-design chosen for this project. The phrase says: “Soon you’ll meet our new skin”.
MasterpieceÂ
A special typeface was developed for the teaser video inspired in several graffiti we found around the Alianza Lima’s stadium neighborhood.Â
A P P L I C A T I O N S
P A R T I C I P A T I O N
⟡ Design conceptualization
⟡ "Corazon Alianza" Lettering illustration
⟡ Graffiti Style Swoosh
⟡ Texture backgrounds
⟡ Creation of "Corazon Alianza" Illustration
⟡ Jersey Graffiti frame
⟡ Made an alphabet based on graffiti of "La victoria" neighborhood for the teaser