Gedo was the first charitable sports brand. A different brand that sought to bring change to the sports industry. A brand created in Spain with a powerful purpose that clearly set it apart from the competition. Gedo sought product excellence at a very competitive price, combined with donating to the most disadvantaged with each product purchased. The first campaign in which Gedo put its purpose to work was the #FútbolParaTodos campaign, in which artists, celebrities, and soccer players such as Joaquín Sánchez, Paco Tous, and Roberto Leal participated in support of the cause. A campaign in which, for every unit of product sold, Gedo donates another to the Eusebio Sacristán Foundation, so that children and underprivileged groups in need can play this sport. Our work was extensive and exciting. We were responsible for helping them review their brand positioning through a diagnostic that predicted the need for a major change in their way of operating. We helped them organize and structure the different communication channels and brand touchpoints, communicate products and generate sales in their online store, launch their #futbolparatodos campaign, and finally, conceptualize, develop, and launch their latest product, Geniux. A GPS for amateur players that was set to revolutionize the market for youth and adult soccer clubs. Geniux was an ideal tool for understanding the development and evolution of a soccer player up to the minute, making it very attractive for small clubs and even top-tier clubs with a youth academy to develop. Without a doubt, Gedo was an exciting project into which we poured hours, passion, enthusiasm, and hard work, which began to bring about a significant change in the brand image and business results.