lisandro the butcher martinez

Crunchyroll wanted to expand their eCommerce outside Japan. The play: a lot of anime fans also watch football. A lot of football fans grew up on Dragon Ball. So we partnered with Lisandro LICHA Martínez to make merch that could live in both worlds.

The campaign centered on "Earn Your Nickname." Licha's from Gualeguay, a small city in Argentina. Now he plays for Manchester United and Argentina's national team. Somewhere along the way, he became “The Butcher,” not because of branding, but because of how he actually plays. That felt like something worth building around: the gap between who you start as and who you fight to become.

The collection wasn't just another collab drop. It had a reason to exist.