It was a risky move. Chile had never lifted a major trophy, facing an Argentina team led by Messi, fresh off a World Cup final appearance and a dominant 6-1 victory over Paraguay in the 2015 Copa America semifinals. The stakes were high, the pressure intense. Yet, amidst this backdrop of uncertainty, PUMA, the brand behind the Chilean national team’s kit, took a bold leap of faith.
Anticipating a historic moment that seemed improbable, PUMA crafted a special jersey to commemorate a potential victory. This was a team with a stellar lineup – Vidal, Sánchez, Bravo, Medel, and others shining in top European clubs. However, the competition was fierce. Uruguay boasted a golden generation, Brazil sought redemption after their 2014 World Cup debacle, and Colombia and Peru were on the rise.
As Chile progressed through the tournament, PUMA recognized the opportunity to make history. With each win, the dream of clinching the title grew more tangible. The pivotal moment came in the quarterfinals against Uruguay, setting the stage for a potential celebration. “The idea was sparked when Chile reached the quarterfinals,” recalls Carlos Laje, PUMA’s General Manager for Latin America. Designs were conceptualized, embodying the spirit of transcending ‘almost’ to embrace triumph.
With Jara’s heroics, Isla’s late goal, and a hard-fought victory over Peru, Chile found themselves in the final against a formidable Argentine squad. Amidst Messi’s brilliance and a star-studded Argentine lineup, PUMA remained steadfast, imprinting the phrase “Finalistas Campeones” in golden letters on the red jersey – a symbol of belief and anticipation.
The final remained deadlocked at 0-0 after 90 minutes, pushing the game into extra time and then to a nerve-wracking penalty shootout. The jerseys, bearing the celebratory inscription, remained concealed until the decisive moment – Alexis Sanchez’s winning penalty. The rush to hand out the jerseys left some players photographed with tags still attached, adding an authentic touch to the chaotic celebration.
This pivotal moment not only deepened PUMA’s connection with the Chilean national team but also resonated with the entire nation. The “Finalistas Campeones” jersey became a symbol of national pride, uniting fans in a shared celebration. This emotional milestone marked a turning point for PUMA in Chile, transcending mere marketing to become a part of a collective emotion.
In a move to further commemorate this unforgettable victory, PUMA will release a limited edition version of the iconic jersey, not for sale but as a token of shared jubilation. This initiative goes beyond marketing; it signifies a brand’s ability to humanize itself and become intertwined with a nation’s emotional fabric. As the executive aptly puts it, “That, in marketing, is truly priceless.”
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