In 2022, Neon launched a special project with the Jardim Ibirapuera team — a grassroots soccer initiative based in São Paulo’s southern zone. The goal was to connect the brand’s purpose — reducing inequalities and building a brighter future for all Brazilians — with tangible actions that create real social impact.
While other fintechs and banks were sponsoring multi-millionaire national teams and major soccer organizations, Neon chose to shine a light on the true future of the sport: young teenagers who dedicate themselves every day — the next generation of Brazil’s national team.
The activation was designed as a heartfelt surprise for the young athletes:
• Custom uniforms: We developed exclusive uniforms inspired by Neon’s brand identity, celebrating the players’ local pride and individuality.
• Professional photoshoot: We organized a full professional photo session, providing the young athletes with an experience typically reserved for pro players — and creating high-quality marketing assets.
• Mini-documentary: We produced a video telling the stories of these athletes, highlighting their dreams, challenges, and the transformative power of sports.
This initiative reinforced Neon’s commitment to inclusion, empowerment, and community development, using soccer — a deeply rooted part of Brazilian culture — as a driver for change.
Highlight
This project exemplifies how Neon integrates social purpose into its branding strategy — creating authentic connections with communities and turning brand values into real, visible action.
