Volvamos a los clubes

Mashin's most recent initiative with Topper puts value back on the role of neighborhood clubs in Argentina as the engine of amateur sport.

Clubs are where everything starts. Where someone plays for the first time, where you learn to lose, where a dirt pitch holds up an entire neighborhood. They are emotional and sporting infrastructure at the same time, and they are almost never at the center of the conversation.

Volvamos a los Clubes (Topper, Argentina, January 2022 to August 2025): Topper equipped 10 neighborhood clubs across the country, in places such as Bariloche, Cipolletti, Rosario, Chapadmalal, CABA, Jujuy, Córdoba, La Plata and Tucumán, and Mashin, together with the partner Un Fueguito, documented their recovery in 10 short films published on YouTube. Each club has around 2 courts and draws about 1,500 young people.

For a brand born in Argentine sport, talking about the clubs is no choice of topic: it is going back to where it comes from. The alternative Mashin evaluated and ruled out was a traditional advertising campaign with fictional stories: instead of saying that Topper is a close and real brand, Topper did it.

The campaign reached more than 11 million profiles on Instagram, added more than 20,000 interactions and 20 press articles in outlets such as Olé, La Nación, Clarín, Infobae and Página/12. It won third place in Social Sustainability at the 2023 Eikon Awards.