Meet Jack Box: soccer legend. For decades, Jack in the Box CEO Jack Box has lived many lives. For his 75th anniversary, we uncovered one of his most unbelievable chapters yet: his past as “The Spiciest Player,” an ’80s soccer legend known for his fiery attitude, fearless play and unforgettable hair. Created to show up during the World Cup without an official sponsorship, Jack stepped into soccer culture by creating a legend of his own. Inspired by the iconic players, style and larger-than-life personalities that have defined the beautiful game, the campaign brought Jack’s lost soccer career to life through cinematic film, authentic ’80s details and plenty of signature Jack irreverence. The legend extended beyond the screen with a Hot Ones collaboration featuring J. Balvin, limited-edition jerseys created with The Hundreds, and real-time OOH activations around the tournament. Because when you can’t sponsor the biggest game in the world, you become part of the story.