Football jerseys are a cultural sensation. Every season, fans are eager to discover their club’s new uniform. And, every season, jerseys are leaked.
So instead of trying to beat culture, New Balance decided to join it. But not without a catch.
As São Paulo is known for having a heavy jersey – a popular Brazilian expression for clubs with a lot of trophies – we put São Paulo’s entire history in the metadata of the jersey’s photo, creating the heaviest leaked photo ever: a data visualization with 1.2 terabytes of glories and titles, switching the focus of leaking culture from design to history.
