If you are not peruvian, let me contextualize a litte bit the escenario for you. First of all, Callao is a district in Lima,Peru. In that district since 1960 there is salsa festival (salsa=very famous style of music). In all those concert celebrities always yell the next phrase '‘Chimpum Callao'', the meaning? It was a yell to motivate people, arise their attitude, bring joy to the public.

Some of the artist that name that phrase are the biggest salsa singers such a Hector Lavoe, La Fania, Tito Nieves among others 35 star puerto rican singers. But, what they din't know that at the same time they were mentioning a brand, because "Chimpum'‘means cleat in Peru.

So, I came up with this idea, it has the same logic of the idea 'Drink Responsibly'‘that they create a beer name responsibly (lol). So, the next visual is prototype, and I'm moving around to contact Adidas, Nike, Topper, Puma, some big brands to commemorate the national Salsa's Day creating a version - Chimpum Callao. Celebrate your goals dancing salsa - One percentage of the sale will go to charities and solve de youth problems that the Callao has. Well, if you read me and has the contact, let’s do it!!

Also, this idea can expands in LATAM, because many of the southamerican players dance at the corner of the field when they score :)

Role: Independent CW / 2025