The Never Taken Penalty Kick

Adidas + Palmeiras

The Never Taken Penalty Kick marks the name of the initiative that recovered a historic moment for Palmeiras’ fans, and made the team's shirt #3 sell more than shirt #2.
In this initiative, we created the shirt’s history that honors the “Arrancada Heroica” of 1942, when Palestra died a leader and Palmeiras was born a champion.
The campaign connected the new Palmeiras uniform to a club’s historical fact, and especially to the younger fans who were unaware of their club's glory story.
The results could not have been better.