CHAMPETA
A casual, lifestyle sneaker that highlights the racial diversity and cultural significance of futbol in Latin America
SS 24
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This project began as an idea to create a shoe that represents a piece of the shared cultural fabric that defines the Latino experience. By blending recognizable design cues from European fútbol aesthetics with elements inspired by Latin American countries, we aim to create a shoe that speaks to a new generation of black and brown creatives who have grown up with fútbol as a unifying force in their communities. The design features colors and materials influenced by various Latin American traditions, reflecting the rich and diverse heritage that fútbol brings together.
At Aron Jaco, our mission is to inspire bold self-expression by honoring cultural roots and forging new narratives through design. This sneaker embodies that mission by connecting the global passion for fútbol with the lived experiences of the Latin American diaspora. It’s not just a shoe - it’s a symbol of unity, identity, and creativity.
PRODUCT INSPIRATION
IDEATION & SKETCHES
COLOR STORIES
MEXICO
This color story, inspired by Mexico, draws from the rich cultural tapestry of fútbol, blending elements of tradition, identity, and the natural environment.
Green is the backbone of the design, reflecting not only Mexico's national colors but also its connection to nature. Images of the cacti symbolize resilience and endurance, much like how fútbol brings people together through hardship and joy. The iconic green jersey of the national team plays a central role, grounding the design in the sport that unites the nation.
Together, these colors tell a narrative of unity and perseverance. They illustrate how fútbol is more than a sport—it is a lifestyle and community that bridges generations and connects people across both urban and rural settings.
ARGENTINA
Centered around the iconic figure of Diego Maradona, this color story encapsulates the passion, legacy, and community surrounding fútbol culture in Argentina.
Through these images we are communicating that fútbol is more than just a sport - it's a cultural lifeblood that connects Argentina's past, present, and future. The focus on Maradona and the visual elements of celebration, community, and everyday life create an emotional narrative of pride, legacy, and a deeply ingrained passion for the beautiful game.
The color palette focuses on shades of sky blue, white, and earthy neutrals, reflecting Argentina's national colors, its expansive landscapes, and the everyday life of its people.
PERU
Drawing on the nation's red and white color palette to evoke a sense of national pride and unity, we use imagery that blends fútbol culture with traditional Peruvian elements, highlighting the country’s connection to both the sport and its heritage.
This color story symbolizes energy, movement, and resilience, while everyday objects and elements evoke a sense of nostalgia, simplicity, and connection, reminding us that the love for the sport begins at a community level, built on shared experiences.
Overall, the board conveys a narrative of community spirit, cultural pride, and the unifying power of sport across Peru’s diverse landscapes.
BRASIL
Easily one of the most recognizable color combinations in all of fútbol culture, the predominant yellow and green colors of Brazil’s iconic jerseys immediately ground the narrative in the country’s passionate connection to the sport. These colors symbolize pride, unity, and joy of Brazilian culture, with fútbol acting as a bridge between community and national identity.
The mood board portrays Brazil’s vibrant spirit and the role fútbol plays in connecting people and shaping the nation's cultural story. Amor e Progresso
COLOMBIA
This mood board celebrates Colombian culture through its iconic colors and deep connection to fútbol, and cultural history. The imagery uses of yellow, blue, and red—the national colors of Colombia—evoke themes of national pride, joy, and resilience.
Yellow represents the wealth and natural abundance of Colombia - symbolizing its fertile lands, rich biodiversity, and the country’s vibrant optimism. Blue symbolizes peace and freedom, reflecting Colombia’s aspiration for harmony and progress. Red represents the struggles, sacrifices, and strength of the Colombian people.
