In Argentina, soccer team Boca's first match in the first league was marked by an action by its players to pay respect to the team and the sport. The players shaved their hair off, bringing to mind a kind of baptism. Now, BBDO Argentina and Nike collaborate on a new spot that features the players repeating that action to launch a new jersey for the Boca Jrs. team.
The campaign includes an activation at the Nike store in Buenos Aires, where fans can shave their own hair off and share the moment on social media.