Atlético Mineiro, affectionately known as Galo, has officially launched its new third kit in collaboration with Nike, drawing inspiration from the vibrant tradition known as the 'Street of Fire.' This unveiling took place on Tuesday, September 1, amidst a lively atmosphere created by the club's dedicated supporters.
The event featured tattoo artist Thiago Scap and fan Lucas Gusmão, who proudly donned the new kit as they welcomed the team bus to Arena MRV, the club's home ground. Among the first to wear the shirt inside the stadium was rapper Djonga, who joined the fans in celebrating this significant moment for the team.
The 'Street of Fire' is a cherished ritual for Atlético supporters, where flares, pyrotechnics, and passionate chants create an electrifying corridor to greet the team bus before major matches. This tradition symbolizes the unwavering support that fans have for their team, transforming the atmosphere into one of anticipation and excitement.
Renato Aguiar, marketing director at Fisia, Nike’s official distributor in Brazil, emphasized the significance of the new kit, stating, “The Street of Fire represents the connection between Atlético and the Massa: the ability to turn passion into strength for the team. The third shirt carries that flame beyond the streets and beyond matchdays, as a permanent symbol of the energy the supporters bring into the stadium.”
The design of the new third kit features a striking orange color palette that mirrors the glow of flares lighting up the night sky in Belo Horizonte. The shirt's graphic incorporates various shades of orange to evoke the incandescent energy that fills the streets before kickoff. Complementing this vibrant design, the crew neck and black side details maintain the club's traditional identity. Inside the collar, a special artwork showcases the phrase “Galo Doido,” accompanied by an illustration of Galo’s crest.
Márcio Freire, Atlético’s vice president of business, highlighted the importance of the 'Street of Fire' in showcasing the passion of the supporters. He stated, “The Street of Fire is one of the greatest expressions of the Massa’s passion. It is a moment that creates a unique atmosphere and shows the strength of our supporters. The new shirt immortalizes this display and brings to the kit a symbol of Atlético’s identity.”
The player version of the shirt is equipped with Nike's Dri-FIT ADV technology, which is designed to enhance performance by efficiently managing sweat and promoting quick evaporation, ensuring athletes remain comfortable during matches.
The launch is part of a broader campaign titled “The Flame That Moves the Massa,” created by the creative studio AKQA. This campaign debuted during the unveiling event and focuses on the energy that fills the streets before games, following the team’s arrival at the stadium and culminating in the players taking to the pitch. New content and images related to the campaign will be released on September 11, coinciding with the kit's availability in stores.
Starting September 11, fans can purchase the new third shirt in both supporter and player versions from various outlets, including Nike stores, Centauro, LojadoGalo.com.br, and select retailers. This kit not only represents Atlético Mineiro's identity but also serves as a testament to the passionate connection between the club and its supporters.
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