BETWEEN ROUNDS: THE STRATEGY BEHIND THE SUCCESS OF LOS CHÁVEZ
A family story with the heart of Mexican boxing.
PR & Media | Exclusive Interviews | Red Carpet | Content Strategy
BETWEEN ROUNDS: THE STRATEGY BEHIND THE SUCCESS OF LOS CHÁVEZ
A family story with the heart of Mexican boxing.
PR & Media | Exclusive Interviews | Red Carpet | Content Strategy
ONE MORE ROUND FOR THE CHAMPION
Sixteen years after last appearing on screen together as a family, Julio César Chávez and his loved ones stepped back into the spotlight to share their story. Los Chávez, the new Disney+ original series, opens the doors to the boxing legend's private life, revealing the man behind the champion—husband, father, and family man.
Filmed in the heart of the family's home in Tijuana, the series offers an intimate look at Julio's daily life alongside Myriam, his lifelong partner, as well as his children Cristian, Nicole, Julio César Jr., Omar, and his daughter-in-law, Frida.
The communications challenge was clear: move beyond sports coverage to position the series as a universal story with a distinctly Mexican identity—one that could resonate with boxing fans while also attracting new audiences drawn to authentic, emotional family stories. Our goal was to make Los Chávez more than just a series; we wanted it to become a meaningful cultural conversation.
A STRATEGY THAT LANDED EVERY PUNCH
To maximize the impact of Los Chávez, we developed a 360-degree communications strategy centered on media relations, talent, and content creators. The campaign began with the official announcement of the series and an editorial narrative designed to present Julio César Chávez through his most human and personal side. From there, we secured key interviews that placed him in front of Mexico's leading media outlets.
One of the campaign's defining moments was the premiere event at the Four Seasons Hotel Mexico City. Guests attended an exclusive screening of the first episode and witnessed the live debut of Banda MS's original theme song, "El César del Box," generating extensive media coverage while connecting with boxing fans and regional Mexican music audiences alike.
To further expand the campaign's digital reach, we created a unique experience tailored to the creator ecosystem: an exclusive boxing masterclass led by Julio César Chávez himself for some of Mexico's most influential content creators. The activation helped bring the champion's story to platforms such as TikTok and Instagram, engaging younger audiences through authentic and highly shareable content.
ONE FAMILY, ONE STORY, ONE COMMUNICATIONS SUCCESS
Reaching an audience of more than 200 million people, Los Chávez became not only an editorial success but also a strong example of how strategic storytelling can connect across generations and platforms.
The series announcement, Julio César Chávez's exclusive interviews, the Four Seasons premiere, and the boxing masterclass each became key moments that generated authentic media attention and public conversation.
The campaign generated 1,470 media placements, including coverage in leading outlets such as Milenio, ESTO, El Sol de México, and PRODU. Digital activations featuring creators including Lucy Rohe, Luis Chaparro, and Omarnuma expanded the conversation across social media, introducing a new generation to Julio César Chávez—not only as one of boxing's greatest champions, but as an authentic and relatable public figure.
More than an intimate look into the life of a sports legend, this project demonstrated that when emotional storytelling is backed by a strong communications strategy, it has the power to break barriers and connect with millions.
