Football is a passion in Spain. El Real Racing Club de Santander and creative agency, Almacén, have used its power to draw crowds and ignite emotions – turning football into a social platform. During Matchday 5 of La Liga Hypermotion, the team took the field in a striking shirt design symbolically consumed by flames, an evocative reminder of how wildfires ravage Spain’s forests year after year. The shirt carried the message, “When the forest burns, a part of us burns too.”

“This is an idea only Racing could bring to life, as a club deeply aware of its social responsibility. From the very beginning, they embraced the project enthusiastically and made every effort to ensure its success, delivering a strong and clear message which we hope will raise awareness of this recurrent issue,” stated Pedro Andragnes and Emi Jabiu, executive creative directors at Almacén Barcelona.

The activation went beyond symbolism, highlighting those on the frontlines. Chaori Campuzano, forewoman of a wildfire brigade, and Marcos González, environmental officer in Cantabria, joined the starting eleven for the official team photo and performed the ceremonial kickoff. This way, Racing honoured those who risk their lives each season to protect the forests.

The initiative is part of Racing Sostenible, Real Racing Club’s corporate social responsibility program, run through its Foundation, with the goal of positioning the club as a leader in environmental protection and in building authentic connections with the community. More than symbolic gestures, the initiative is achieving tangible results such as the charity sale of the jerseys the players worn, which sold out in under two minutes. All proceeds are being directed to reforestation projects in Cantabria.

“Clubs have a major responsibility to raise awareness, and Racing embraces that commitment, not only as an ambassador of Cantabria, but also as one of the leading voices of its community. We are convinced that creativity and innovation are key differential drivers, which is why we pursue initiatives like this with strategic partners such as Almacén, who help us build a unique brand, recognized for its leadership in social responsibility,” stated Pablo Ruiz, marketing director of Real Racing Club de Santander.

“This campaign is especially meaningful for us as part of the first projects we are developing in Spain. We are thrilled to collaborate with a club like Racing and to show how creativity can be shaped into a message with real impact, while continuing to develop meaningful projects for other clients in the local market,” added Andragnes and Jabiu.

Credits

Client: Real Racing Club de Santander
Media Relations Manager: Enrique Palacio
Communications: Roberto Gonzalez
Marketing: Pablo N. Ruiz
Audiovisual: Javier Lerena
Photography: Daniel Vallejo

Agency: Almacén
Creative Team: Emi Jabiu, Pedro Andragnes, Santiago Ledesma & Damian Palopoli
Account Director: Patricia Duran
CEO: Daniel Onorato