Los Angeles Chargers Puro Chargers

ABOUT THIS ENTRY

The Los Angeles Chargers celebrated Latino Heritage Month with a multi-platform campaign blending cultural storytelling, football content, and an immersive gameday experience. Anchored by the Puro Chargers game at SoFi Stadium, the initiative honored Latino culture across social media, original video, merchandise, and fan activations throughout the entire month.

How does this represent "Excellence in Engagement"?

Puro Chargers represents excellence in engagement by creating a culturally authentic celebration that connected with fans both online and inside the stadium. Rather than limiting Latino Heritage Month to a single moment, the Chargers built a campaign that invited fans to participate through storytelling, shareable social content, and immersive gameday experiences.

From the viral telenovela-style hype video and the Raspados social series to the in-stadium performances, fan tailgate cook-off, and exclusive merchandise, the campaign reflected the energy and traditions of Los Angeles’ Latino community.

By blending football, culture, and community across digital and live environments, Puro Chargers generated millions of interactions and created a celebration that resonated far beyond gameday.

Objective

Los Angeles is one of the most vibrant Latinx & Hispanic cultural hubs in the world.  For the Chargers, Latino Heritage Month presents an opportunity to celebrate the community that shapes so much of the city’s identity while deepening the connection with our fans through culturally relevant storytelling. 

The goal was to build a month-long campaign that authentically celebrated Latino culture while keeping football at the center. We went beyond the single themed game and created an integrated campaign from digital content, merchandise, community storytelling and the gameday experience. We ensured that every piece of content reflected the diversity of their fanbase and elevated Latino voices across the organization and community.

Strategy & Execution

The celebration was anchored by the Puro Chargers game at SoFi Stadium — the team’s first home game of the season against the Denver Broncos. The experience reflected Latino culture from the moment fans arrived, beginning with a tailgate cook-off where fan groups competed with their favorite Latino dishes.

Inside the stadium, the celebration continued with performances from the Chargers’ resident banda band, exclusive Puro Chargers merchandise, culturally inspired graphics, themed music throughout the game, and a halftime performance from Mexican-American singer MKY.

Leading into the game, the Chargers launched a telenovela-style hype video that reimagined football storytelling through a beloved Latino entertainment format. Throughout the month, social content highlighted Latino culture through original storytelling, including the “Raspados” taste-test where players tried traditional Mexican shaved ice after practice.

The campaign also featured exclusive merchandise online and a dedicated Latino Heritage Month hub on Chargers.com where fans could explore content and celebrate alongside the team.

Organizations

• Los Angeles Chargers

Links

•   Website

Credits

Jason Lavine
SVP of Brand Creative & Content
Los Angeles Chargers

Megan Julian
Vice President of Digital Marketing and Social Media
Los Angeles Chargers

Tyler Pino
Vice President of Production
Los Angeles Chargers

Lisa Simmons
Vice President of Entertainment Teams & Programs
Los Angeles Chargers

Tyler Brazas
Director of Art & Creative Services
Los Angeles Chargers

David Bretto
Director of Creative Video
Los Angeles Chargers

Allie Raymond
Director of Organic Social Media
Los Angeles Chargers

Brian Raab
Lead Editor of Features & Branded Content
Los Angeles Chargers

Calysta Tyree
Programming Manager of Organic Social Media
Los Angeles Chargers

Jaemin Cho
Vertical Video Producer of Organic Social Media
Los Angeles Chargers

Emma Breen
Graphic Designer
Los Angeles Chargers

Hannah Johnson
Coordinator of Organic Social Media
Los Angeles Chargers