YEAR

2025

ADIDAS TEAM

FERNANDA GOMEZ
PRISCILLA ESTRADA FELIPE MORENO
REGINA GONZALEZ

AGENCY

NEW CYCLE
IMPROVE

After 25 years apart, adidas was back with Club América For one of the biggest partnership changes in Mexican football, we wanted fans to experience the switch for themselves, while giving Nike a small reminder that rivalry is part of what keeps football interesting.

The idea came from one of Mexico City’s most recognizable sounds: the Fierro Viejo truck. For decades, its unmistakable call has moved through the streets collecting the things people no longer need.

We gave it a new job. We recreated the iconic yellow truck in Club América colors and recorded a new version of the famous call, inviting fans to bring us their old Nike jerseys. In return, they got the new adidas shirt.

The truck moved through the city turning a familiar piece of everyday culture into a live product launch. The change of technical sponsor became a cultural moment people immediately understood.

A new era for Club América started with a very Mexican way of saying: out with the old, in with the new.