“The Heaviest Jersey” turned a business problem into a celebratory e-commerce experience for the fans of São Paulo, the most successful football club in Brazil. Everything started with a marketing headache: each year, jerseys are leaked online. Instead of avoiding it, New Balanced purposely leaked São Paulo's jersey. But not without a catch: we put the club's entire history in the photo's Metadata, creating a 1.2 TB file impossible to download. After the download failure, everyone was redirected to a unique presale: buy the jersey without seeing the jersey, hyping fans more than any traditional approach could.