Nike x Chivas

Futuro Sagrado

A sacred legacy built on one rule: Mexican players only.

Challenge

Linking up only once before in 1997, Chivas and Nike came back together again in 2026 to recognize those most faithful to the Rojiblanco. Our challenge was to honor a 120 year history while looking to the future of football, from Guadalajara to the world.

Solution

There’s just one word that captures the essence of Chivas: Sagrado; “Sacred”. A notion where only those whose blood draws back to Mexico are born to represent it. To launch Nike’s revamped partnership and new kits for Chivas, we followed the footsteps of the fans most devoted to the team from both sides of the border: El Sagrado Rebaño or “The Sacred Flock”. Players, jerseys, and environments were captured and treated like religious icons, using votive glows, chiaroscuro contrasts, and atmospheres of reverence. All under the unifying line of Futuro Sagrado, “Sacred Future”, the launch reavowed that true lineage can’t be bought and what’s held sacred belongs to the most dedicated believers.

A promotional poster for Chivas featuring a player in a red and white striped jersey, with the text “EL LINAJE NO SE VENDE” above him.
Chivas de Guadalajara red and white striped soccer jersey with sponsor logos.
A soccer player wearing a white jersey with red sponsor logos, captured with a motion blur effect against a red and blue background.
White CD Guadalajara soccer jersey with Nike, Amazon Prime, and Caliente branding.
A soccer player wearing a white jersey with the number 7, the name “Luis Romo,” and various sponsor logos on the back.
A woman wears a white Chivas soccer jersey with Nike and Caliente branding against a red and blue background. Text reads: “DOS FRONTERAS, UNA SOLA SANGRE.”
A male soccer player stands in a Chivas jersey and black shorts against a red gradient background, with the text “FUTURO SAGRADO” at the bottom.
Chivas de Guadalajara red and white striped soccer jersey with sponsor logos.
A person wearing a Club Deportivo Guadalajara soccer jersey featuring red and white vertical stripes, a blue collar, and team and sponsor logos.