New Athletic and the Peruvian Volleyball Federation: a milestone in national sports

The recent collaboration between New Athletic and the Peruvian Volleyball Federation has marked a milestone in the country's sports industry. With an innovative design that pays homage to pre-Columbian textiles, the new jersey for the national volleyball team has been a resounding success, selling out quickly and demonstrating the emotional connection that Peruvians have with this sport. This initiative not only aims to generate income but also represents a genuine effort to support and promote volleyball, a sport that has brought multiple joys to the national fanbase. Silvio Vila and Nancy Véliz, founders of New Athletic, have expressed their commitment to Peruvian sports, stating that their strategy goes beyond immediate profitability. According to Franco Caccia, Managing Director of the brand, the intention is to establish itself as a reference point in the sports field, supporting both the most popular disciplines and those that need visibility. This vision aligns with the affection that Peruvians feel for volleyball, especially for the women's team, which has inspired generations. The bond between New Athletic and the Peruvian Volleyball Federation was formed in 2022. Since then, the brand has worked together with the federation, supporting events and competitions, such as the recent Under-17 World Championship. This collaboration has allowed the brand to go beyond being a mere sponsor, becoming a strategic ally that seeks the long-term development of volleyball in Peru. Through this process, the brand has learned about the needs and expectations of the audience, enabling it to adapt its offerings and increase its market presence. One of the fundamental pillars of this strategy has been the design of the jersey, which is based not only on aesthetic aspects but also on a profound cultural significance. Inspired by pre-Columbian traditions, the jersey seeks to connect fans with their roots and foster a sense of belonging and national pride. This initiative has resonated with consumers, who have responded enthusiastically, quickly exhausting the first production run. The demand for volleyball-related products has been significant, and New Athletic is prepared to respond to it. With plans to increase production and expand the availability of the jersey through various sales channels, the brand seeks to ensure that all fans have access to these products. The existence of a network of 45 points of sale and a presence on digital platforms are part of a strategy that recognizes the importance of effectively reaching the target audience. However, success is not measured solely by sales figures. The passion of fans for volleyball, which is the second most followed sport in Peru, represents a valuable opportunity for the brand. New Athletic has identified that, despite football receiving the most media attention, there is a broad interest in volleyball that needs to be harnessed. This involves not only marketing and communication efforts but also the creation of products that truly resonate with fans. In an environment where the Peruvian fan tends to be results-oriented, New Athletic's stance is clear: support for the national team and federation is not based solely on results. Although victories can attract more attention and generate excitement, the brand bets on a constant commitment, even in difficult times. This long-term approach is essential for building a solid relationship with fans and contributing to the development of the sport in the country. New Athletic's participation in major events, such as the Volleyball World Cup, serves as an ideal platform to reaffirm its commitment to national sports. Through its partnership with the federation and the presence of ambassadors in the Under-17s, such as captain Ariana Vásquez, the brand seeks to position itself as a leader in promoting volleyball and sports culture in Peru. With the intention of diversifying its participation in the sports field, New Athletic has expressed its interest in partnering with other federations and exploring sports such as rugby, surfing, and basketball. This flexible approach allows them to adapt to market needs and fan preferences, generating a positive impact on Peruvian sports as a whole. In summary, the alliance between New Athletic and the Peruvian Volleyball Federation not only represents a commercial strategy but also a genuine commitment from the brand to support and promote one of the country's most beloved sports. With a focus on culture, identity, and national pride, New Athletic is in a unique position to contribute to the growth of volleyball in Peru and connect emotionally with fans.