Nike tapped our creative director to create an identity system for the San Tepito Futbol Club branded product. The initiative was an effort to promote participation in futbol, which was often kids only salvation from trouble. They played where they could, with what they had. In areas of high crime and questionable ethics, futbol offered structure, goals, respect, and pride to kids, which, left on their own could easily choose other, more dangerous paths.
The identity system is inspired from a wide variety of relevant sources - from the 1970 Mexico World Cup identity, to local tattoo styles, to Mexican Luchadores and Day of the Dead folk art from the region. The system intends to communicate a visceral passion and heritage story of the beautiful game as it is played in the dusty streets and empty lots of this infamous barrio in Mexico City.