CONTEXT & CHALLENGE
Forte e Vingador is the most complete plan of Galo na Veia, Atlético Mineiro's fan membership program: top ticket priority, the biggest discount and one official jersey per season, with limited spots. In 2025, Atlético and adidas created an all-black jersey for it, which wouldn't be sold in any store and would replace the home jersey in the plan's benefit.
The goal was clear: make fans want to be Forte e Vingador, whether to renew, come back or switch plans. The challenge was delicate: launch with a bang a jersey most of the fanbase couldn't have, without causing friction with them.
INSIGHT
Many of the most memorable moments in the Galo's history happened at night. In a Brazilian saying, "some days are night" when things get tough. For Atlético's opponents, it's always night.
CONCEPT
Noites de Galo. Preta como a noite. Brilhante como a nossa história. (Galo Nights. Black as the night. Brilliant as our history.)
The jersey became the gala outfit for the club's nights of glory, and the pun between gala and Galo, the club's nickname, did the rest. From the gala ball came the celebration after the battle, with one difference.
THE CAMPAIGN
A gala ball has a dress code. The Galo's doesn't. Atlético fans show up in a suit or in flip-flops, in an old jersey or with a flag over their back, and turn any place into a ballroom: the stands, the bar, the neighborhood street, the living room on match day. The campaign didn't ask the Massa for etiquette. It recognized theirs.
That's why the jersey doesn't appear on a runway model. It appears on Lyanco, a center-back who wears the jersey the way the fans do: mid-scream, fist clenched, in the middle of a wall of banners and vintage jerseys. And on Hingredy, from the Vingadoras women's team, showing that the Galo's night belongs to them too. Members look at it and see themselves inside.
Before the film, the campaign made noise without showing everything: historic club nights and fragments of the jersey, to build desire before revealing who could have it. Every Galo Night deserves an outfit to match. Exclusivity only arrives in the last second of the launch, when it's already impossible not to want it:
Black as the night. Brilliant as our history. And exclusive to Forte e Vingador members.
ART DIRECTION
The shoot was built from the lines of the film. Beams of light cutting through the darkness like the floodlights of great nights. The jersey surrounded by trophies, in place of armor. In the background, a mosaic of historic jerseys and banners, the same gesture as the pattern of overlapping crests on the fabric. Thrones and gold frames turning the jersey into a relic. All in black and white, with an elegant serif lettering, like a gala invitation.
After the launch, the campaign carried on inside the base: emails to Forte e Vingador members, for renewals focused on exclusivity and scarcity, to inactive members of the plan and to anyone who wanted to switch.
RESULTS
- A runaway success among members: the limited run sold out
- The jersey became an engine for renewals and plan switches to Forte e Vingador, Galo na Veia's most complete plan
- Not in retail: the only way to get the jersey was to be a Forte e Vingador member
- The concept left social media and took the pitch: on August 3, 2025, Atlético wore the All Black against Bragantino at Arena MRV, in the Brasileirão, and the club turned the match into an event: "It's Galo Night. It's a blackout at Arena MRV!", with fans invited to come in black. A 2–1 win.
