Chivas de Guadalajara 3rd Kit

Chivas is more than a football club. Built exclusively around Mexican talent, the club represents national identity, pride and possibility for millions of fans in Mexico and the United States. For its first season back with Nike, the third kit created an opportunity to connect Chivas’ football heritage with another powerful expression of Mexican culture: charrería, the country’s national sport.

Third kits are easy to ignore and the ambition was bigger than introducing another jersey. We needed to create real distinction in a crowded market while working with a UNESCO-recognized tradition that demanded authenticity and respect. The story had to celebrate the culture without appropriating it, and turn that relevance into demand.

We built Herencia Sagrada, one story uniting two Mexican icons. Product and campaign were designed together: a black-and-gold kit inspired by the charro suit, piteado craftsmanship and Chivas' 1908 crest, brought to life by real charros and escaramuzas. We activated it across the full journey (social, creators, earned media, athletes, on-pitch, Nike App, Nike.com, club channels and retail) and took it across borders through a Mexico and Los Angeles partnership.

Herencia Sagrada positioned Chivas as a modern expression of Mexican pride and turned cultural energy into business. The reveal drove 8.1M views and 504K engagements with organic global media pickup. Early access hit ~80% sell-through in Mexico, and the US allocation sold out within hours.