Football in Brazil is more than just a sport, it’s a national passion. And it’s not only the men’s game that captures attention. Women’s football has been gaining momentum, with audiences growing for both national team and club matches. Today, 44% of Brazilian football fans are women.
But football isn’t their only passion. Brazilian women are also among the world’s biggest consumers of beauty products, spending up to 54% of their income on self-care. Brazil is one of the top five beauty markets globally. Bringing these two passions together, football and beauty, was a natural fit. Especially for Koleston, a brand that has been part of Brazilian women’s lives since 1950.
So instead of sponsoring a women’s football team’s jersey, Koleston created a stunt that only a brand truly connected to women could pull off: sponsoring the players’ hair.
The entire squad transformed their look, each athlete coloring her hair with Koleston. On the pitch, they wore custom headbands that matched their new hair color and displayed the exact Koleston shade number. By reimagining something already common in the game, players’ headbands, we gave it a new, powerful meaning.
In a match broadcast live across Brazil, every close-up became an opportunity for women watching to discover a shade they loved and know exactly how to get it. For 90 minutes, the match itself turned into a live Koleston catalog, a vibrant, real-time showcase of the brand’s colors.
A smart twist on product sampling, and a bold, highly visual activation seamlessly embedded into the game itself.
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