Shop Chivas de Guadalajara Gear on Nike
If you're a fan of Mexico's Club Deportivo Guadalajara—more often referred to as Chivas de Guadalajara—it's likely you're someone who values tradition. When Nike Football announced that it would be the exclusive sports sponsor and gear manufacturer of Liga MX's 120-year-old club, some "Chivistas" expressed concerns on social media over the U.S. company coming in to change things at their beloved organization. Understandably so—NIKE, Inc. has long been synonymous with disruption. The brand's "Rip the Script" ad highlighted and championed this tendency ahead of the 2026 World Cup™.
With Chivas, however, the Swoosh is well-aware that it has a responsibility to honor club heritage while delivering modern innovation and global reach like only Nike can. This mission is called Futuro Sagrado.
To better understand the landscape-shifting Nike x Chivas partnership, House of Heat° spoke with Rolando Cruz, Product Director of Global Football Apparel at Nike, over email. He shared tidbits about the 26/27 Chivas jerseys, importance of legacy, and shared, long-term vision between both institutions.
House of Heat°: Hi, could you introduce yourself?
Rolando Cruz: I'm Rolando Cruz, Director of Global Apparel for Nike Football.
My job is to help shape the future of football apparel, working with teams around the world to create products that perform at the highest level while celebrating the unique culture and identity of each club and federation we partner with.
The opportunity to work alongside Chivas on the beginning of this partnership has been especially meaningful given the club's significance within football and Mexican culture.
You’re fresh off seeing some of your work at the 2026 World Cup™. How do you transition from designing for football’s biggest stage to a rather regional domestic league like Mexico’s Liga MX?
Whether you're working on the world's biggest football stage or with a club that represents millions of fans, the mindset starts in the same place, serving the athlete and honoring the culture around the game.
Chivas competes in one of the most passionate football environments in the world and has a fan base that extends far beyond Mexico. It's a club with tremendous cultural significance, global reach, and one of the most dedicated communities in football.
Could you walk us through a design timeline of the 26/27 offerings?
As with any major football project, the process begins long before fans see the final product. It involves extensive collaboration across apparel, product creation, club stakeholders, athletes, and many teams.
We spend a great deal of time diving deep into the culture, traditions, and expectations around a club before translating those insights into product. With Chivas, there was a shared commitment to creating something that felt authentic to the club while establishing the beginning of a new era.
Nike signing Chivas is a big deal—not only because the club is one of Mexico’s biggest, but also because it marks the return of the Swoosh to a Chivas jersey 29 years after a brief stint in 1997. How present was this oft-forgotten piece of history in the making of this season’s kits?
The historical connection was definitely something we recognized and appreciated. But rather than looking backward, the focus was really on what this partnership can become going forward. This announcement marks the beginning of a new relationship, and our goal was to establish a foundation that feels respectful of Chivas' legacy while creating excitement for the future.
Give us a rundown of the 26/27 Home & Away jerseys. What components (e.g. athlete/fan insight, cultural research) informed these designs?
The Home and Away kits work together to tell a broader story.
The design approach was rooted in honoring the identity and traditions that make Chivas unique while creating a modern expression for a new generation of players and fans. Throughout the process, there was a strong focus on understanding the club's history, listening to insights from those closest to the team, and delivering a look that felt unmistakably Chivas while embracing the idea of Futuro Sagrado.
What were the initial reactions from club executives and players once they got finalized product in-hand?
The response has been incredibly positive. People appreciate how thoughtfully the club's identity is reflected throughout the collection.
What stands out most is the excitement around the future of the partnership and the belief that this is just the beginning of a much bigger journey.
Many Liga MX jerseys are criticized for being sponsor logo-heavy. Was this a challenge for the design team?
Designing football apparel always involves balancing multiple considerations, but our north star [sic.] is creating something that feels authentic to the club and serves athletes at the highest level.
Every design decision is made with the goal of ensuring the club's identity remains at the center of the story.
Chivas has had many kit manufacturers over the years. If we removed the Swoosh, what would you say screams “Nike” about these new jerseys?
For me, it’s our approach and our innovation.
We start by acknowledging the history and tradition of the game while pushing it forward. That mindset shows up through athlete-first product innovation, thoughtful storytelling, and a relentless focus on performance.
The goal isn't to impose a Nike identity onto a club, but rather to help amplify what makes that club unique.
The kits have largely been well-received by Chivas fans, but some have taken to social media to voice two main comments: 1. The red on the Home shirt is too bright and 2. The Away kit looks like a training uniform. How do you respond to these opinions?
One of the things that makes football special is that fans care deeply about every detail. We welcome that passion because it reflects how much the club means to people.
Ultimately, our focus is on creating products that honor the club's identity and support athletes at the highest level.
Nike’s partnership with Chivas de Guadalajara was announced with the “Futuro Sagrado” tagline, speaking to the brand’s multi-year commitment to the Mexican organization. When designing for 26/27, how concretely are you thinking about the future?
Futuro Sagrado reflects our belief that the future becomes stronger when it's built on a meaningful foundation.
Chivas has one of the richest histories in football and a unique commitment to developing Mexican talent. As we think about the years ahead, we're focused on helping support that legacy through innovation, performance, storytelling, and deeper connections with the next generation of athletes and fans.
How do you assess the “success” of this Nike x Chivas launch?
Success is measured by our ability to connect with players, fans and the club. If supporters feel respected, excited, and optimistic about this new chapter, then that’s a strong indication that we’re moving in the right direction.
What can fans expect from Nike x Chivas over the next few years? Could you give us a clue at what the team is thinking for the 27/28 kits?
I can’t give away any future plans, but I can say that we’re incredibly excited about the stories that only a club like Chivas can tell. They represent Mexican football in a unique way and we can’t wait to celebrate the culture, passion, and heritage that makes Chivas one of the most special clubs in football.
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