- Adidas joins the “Grita México” campaign with an important strategy
- “Grita México” was activated at the start of the current Mexican soccer tournament
- Major league players are part of this Adidas strategy
Adidas and the Mexican Soccer Federation (FMF) have joined forces to join forces in the “Scream Mexico” campaign, activated in the current Mexican soccer season.
For years, one of the most common shouts in Mexican soccer league matches has caused discomfort, to such a degree that, now, it is a serious problem that even threatens to remove the Mexican Soccer Team from important competitions, such as the next World Cup in Qatar 2022.
The Mexican public has been characterized as one of the most festive when it comes to supporting the green team. The noise and attention generated by fans is always the subject of headlines in various media.
And it is not for less, then, if soccer lovers in Mexico have something, it is an overflowing passion that, sometimes, reaches truly absurd and senseless extremes.
On the one hand, fans usually leave a good image when, in the middle of the game, they start with the chants of “Cielito Lindo”, which has become very popular in competitions where the tricolor team participates.
Adidas strategy
Now, something that is beginning to be a real problem for the Mexican Soccer Federation and for FIFA is a very particular cry that became a trend in the matches and that is now a real threat against the Mexican Soccer Team.
According to the soccer authorities, this cry has homophobic overtones and encourages discrimination, a fact that, bluntly, they have said not to allow and is the reason why they have demanded the FMF to take stronger actions to eradicate it.
Today, as part of an initiative that aims to invite fans not to repeat that cry or chant, Adidas, the brand that sponsors the national team, is joining the Federation’s efforts. How will they do it?
Part of this strategy includes the participation of players such as Edson Álvarez, Diego Lainez, Sebastián Córdova, Henry Martín, Orbelín Pineda, Katty Martínez, Luis Romo, Janelly Farias, Orbelín Pineda, among others, who, together, will do their best to try to remove said song from the stands.
The idea is that each of these players, who are important in their clubs, change their avatar on social networks to invite fans to change their behavior within the stadiums.
Likewise, there will be a video in which the players will launch a message of union, tolerance, respect and inclusion. All this, it should be noted, is added to the “Grita México” campaign that, from the beginning of the tournament, began to circulate in Liga MX.
Economic interests?
Let’s say that this is an important strategy that aims to eliminate a discourse that is considered “homophobic”. What is striking is that, on the one hand, it is a cry that has been installed among the fans for years and, somehow, did not represent any inconvenience for the FMF.
Everything changed as a result of the FIFA calling put the issue on the table and threatened the Federation with removing the Mexican Soccer Team from important competitions, thereby reducing their income.
On that side, it is also an issue where there are economic interests at stake and it is until now that the authorities are taking action.
This does not mean that a strong message of union, tolerance, respect and inclusion is not needed, especially taking into account what happened last weekend at the Azteca Stadium between the fans of América and the Pumas. That, probably, is more urgent to attend to.
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