Fight uniform and campaign for Saúl Álvarez
A jaguar uniform built to look iconic under the lights and on camera. I treated it as an identity, not a one-off graphic: one pattern language rooted in the jaguar and in Mexican craft, carried across gloves, trunks, a poncho and the campaign around them.
Who is Canelo.
Before I drew anything I wrote his story down. Guadalajara, the bullying that pushed him into a gym, fifty seven wins, and the fights he took because he fears no one.
The jaguar came from there. An Aztec symbol for the bravest warriors, and a way to carry Mexico into the ring without printing a flag on the trunks.
A pattern, not a print.
The spots are drawn, not sampled, so the same jaguar reads on leather, satin and wool. Silhouette, contrast and texture do the work. Every surface had to earn its place on the stage.
The walkout and the walls.
The campaign carries the motif out of the ring: a billboard for Mexico, a bomber jacket, training kit, a heavy bag, a bottle. One pattern, one voice, every touchpoint.
