O Santos passou a estampar em seu uniforme um dos símbolos mais associados à imagem de Pelé. O tradicional “soco no ar”, gesto eternizado pelo Rei do Futebol nas comemorações de seus gols, foi aplicado ao escudeto da nova camisa do clube. A presença do símbolo no uniforme faz parte de uma ação da NR Sports com o Peixe, a partir de um dos espaços adquiridos pela empresa no acordo com o clube. O movimento acontece em meio à nova fase da Pelé Brand, que recentemente passou por um processo de rebranding.
O “soco no ar” é um dos principais elementos visuais da Pelé Brand e carrega associação direta com a trajetória do ex-jogador. A aplicação no uniforme do Santos aproxima o símbolo de um dos principais ativos de representação do clube e amplia seu contato com os torcedores.
(function () {
var AD_UNIT = 'ld-m-art-r1-01';
var PLACEMENT = '846612';
var DEVICE = 'mobile';
var MIN_H = 280;
var done = false;
function rightDevice() {
var isMobile = window.matchMedia
? window.matchMedia('(max-width: 767px)').matches
: (document.documentElement.clientWidth || 0) < 768;
return DEVICE === 'mobile' ? isMobile : !isMobile;
}
function box() {
return document.getElementById(AD_UNIT);
}
function hide() {
var b = box();
if (b) b.style.display = 'none';
}
function register() {
if (done) return;
done = true;
if (!rightDevice()) {
hide();
return;
}
var b = box();
if (b) {
b.style.minHeight = MIN_H + 'px';
}
window.ANConfig = window.ANConfig || {};
window.ANConfig.placements = window.ANConfig.placements || [];
window.ANConfig.placements.push({
adUnitId: AD_UNIT,
propertyId: '105130',
placementId: PLACEMENT,
data: {},
consent: true,
onLoad: function (adUnitId) {},
onFail: function (adUnitId) {
hide();
}
});
setTimeout(function () {
var c = box();
if (c && !c.getElementsByTagName('iframe').length) {
hide();
}
}, 6000);
}
var C = window.__ldAdConsent;
if (!C) {
C = window.__ldAdConsent = {
subs: [],
fired: false
};
C.granted = function () {
var v = window.LD_AD_CONSENT;
return v === true ||
v === 1 ||
v === 'true';
};
C.fire = function () {
if (C.fired) return;
C.fired = true;
if (C.poll) {
clearInterval(C.poll);
C.poll = null;
}
for (var i = 0; i < C.subs.length; i++) {
try {
C.subs[i]();
} catch (e) {}
}
var inject = function () {
if (document.getElementById('ap-js')) {
return;
}
var ver = new Date()
.toISOString()
.split(':')[0]
.replace(/\D/g, '');
var apjs = document.createElement('script');
apjs.type = 'text/javascript';
apjs.async = true;
apjs.setAttribute('id', 'ap-js');
apjs.src =
'https://central-brazil.ap.giraffa.tech/js/ap-gjanout.js?v=' + ver;
document.head.appendChild(apjs);
};
if (document.readyState === 'loading') {
document.addEventListener(
'DOMContentLoaded',
function () {
setTimeout(inject, 0);
}
);
} else {
setTimeout(inject, 0);
}
};
function onSignal(e) {
if (
(e && e.detail === true) ||
C.granted()
) {
C.fire();
}
}
window.addEventListener(
'ld-ad-consent',
onSignal
);
document.addEventListener(
'ld-ad-consent',
onSignal
);
if (typeof window.__tcfapi === 'function') {
window.__tcfapi(
'addEventListener',
2,
function (tcData, success) {
if (!success || !tcData) {
return;
}
if (
tcData.eventStatus !== 'tcloaded' &&
tcData.eventStatus !== 'useractioncomplete'
) {
return;
}
if (
tcData.purpose &&
tcData.purpose.consents &&
tcData.purpose.consents[1]
) {
C.fire();
}
}
);
}
C.poll = setInterval(function () {
if (C.fired) {
clearInterval(C.poll);
C.poll = null;
return;
}
if (C.granted()) {
C.fire();
}
}, 250);
}
C.subs.push(register);
if (C.fired) {
register();
} else if (C.granted()) {
C.fire();
}
})();
Publicidade
Veja as fotos
Abrir em tela cheia
PeléReprodução/Instagram: @pele
Santos Futebol ClubeCrédito: Reprodução
Divulgação/Santos
Leia Também
(function () {
var AD_UNIT = 'ld-m-art-r1-02';
var PLACEMENT = '846681';
var DEVICE = 'mobile'; /* 'mobile' or 'desktop' */
var MIN_H = 280; /* tallest size listed for this position */
var done = false;
/* This block belongs to one device. Mobile and desktop blocks may both sit in the
same responsive template: each checks the viewport and only the matching one
asks for an ad, so they never both render. Breakpoint 768px, tablets count as
desktop. If your template already renders per device server-side this is simply
a second guard and changes nothing. */
function rightDevice() {
var isMobile = window.matchMedia
? window.matchMedia('(max-width: 767px)').matches
: (document.documentElement.clientWidth || 0) < 768;
return DEVICE === 'mobile' ? isMobile : !isMobile;
}
function box() { return document.getElementById(AD_UNIT); }
function hide() { var b = box(); if (b) b.style.display = 'none'; }
/* Registers this position. Never called without a positive consent answer. */
function register() {
if (done) return;
done = true;
if (!rightDevice()) { hide(); return; }
var b = box();
if (b) b.style.minHeight = MIN_H + 'px'; /* reserve only now, never before */
window.ANConfig = window.ANConfig || {};
window.ANConfig.placements = window.ANConfig.placements || [];
window.ANConfig.placements.push({
adUnitId: AD_UNIT,
propertyId: '105130',
placementId: PLACEMENT,
data: {},
consent: true,
onLoad: function (adUnitId) {},
onFail: function (adUnitId) { hide(); }
});
/* Safety net: if nothing has rendered here shortly, release the space.
No position can leave a permanent blank gap, whatever goes wrong. */
setTimeout(function () {
var c = box();
if (c && !c.getElementsByTagName('iframe').length) hide();
}, 6000);
}
/* One shared coordinator per page, created by whichever block runs first.
Every block registers with it, so when consent arrives they all register in
the SAME tick and the loader is injected once, afterwards. The loader drains
its queue once, so a block that registered late would never be served. */
var C = window.__ldAdConsent;
if (!C) {
C = window.__ldAdConsent = { subs: [], fired: false };
C.granted = function () {
var v = window.LD_AD_CONSENT;
return v === true || v === 1 || v === 'true';
};
C.fire = function () {
if (C.fired) return;
C.fired = true;
if (C.poll) { clearInterval(C.poll); C.poll = null; }
for (var i = 0; i < C.subs.length; i++) {
try { C.subs[i](); } catch (e) {}
}
var inject = function () { /* now, with all of them queued */
if (document.getElementById('ap-js')) return;
var ver = new Date().toISOString().split(':')[0].replace(/\D/g, '');
var apjs = document.createElement('script');
apjs.type = 'text/javascript';
apjs.async = true;
apjs.setAttribute('id', 'ap-js');
apjs.src = 'https://central-brazil.ap.giraffa.tech/js/ap-gjanout.js?v=' + ver;
document.head.appendChild(apjs);
};
/* The loader drains its queue once, so it must not be fetched while the page is
still parsing: blocks further down would register after the drain and be lost.
Consent known before the body parses is the normal returning-visitor case. */
if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', function () { setTimeout(inject, 0); });
} else {
setTimeout(inject, 0);
}
};
function onSignal(e) {
if ((e && e.detail === true) || C.granted()) C.fire();
}
window.addEventListener('ld-ad-consent', onSignal);
document.addEventListener('ld-ad-consent', onSignal); /* the event does not bubble */
/* 2. IAB TCF v2, used automatically if it ever resolves. Purpose 1 gates storing
and accessing information on the device, which ad serving requires. Consent
is required whether or not gdprApplies is set: gdprApplies being false is
never treated as permission. (Measured here 28 Aug 2026: it is true.) */
if (typeof window.__tcfapi === 'function') {
window.__tcfapi('addEventListener', 2, function (tcData, success) {
if (!success || !tcData) return;
if (tcData.eventStatus !== 'tcloaded' &&
tcData.eventStatus !== 'useractioncomplete') return;
if (tcData.purpose && tcData.purpose.consents && tcData.purpose.consents[1]) C.fire();
});
}
/* 1. Your signal. Set window.LD_AD_CONSENT = true when consent is known.
The order does not matter and there is no time limit: this watch runs
until consent arrives or the page is closed. */
C.poll = setInterval(function () {
if (C.fired) { clearInterval(C.poll); C.poll = null; return; }
if (C.granted()) C.fire();
}, 250);
}
C.subs.push(register);
if (C.fired) register(); /* consent already given before this block parsed */
else if (C.granted()) C.fire();
})();
A escolha também estabelece uma conexão direta com a história de Pelé no Santos. Foi pelo clube que o Rei construiu a maior parte da carreira e se tornou um dos principais nomes do futebol mundial.
Nova fase da Pelé Brand
A presença do símbolo na camisa ocorre após a marca passar por uma reformulação de identidade e posicionamento. A proposta da nova fase é preservar elementos ligados à história de Pelé, mas atualizar a forma como esse legado é apresentado ao público e ao mercado.
Nesse processo, a estratégia da Pelé Brand busca ampliar sua atuação para além do futebol, explorando segmentos como entretenimento, lifestyle, cultura, conteúdo, moda e diferentes mercados de consumo.
A intenção é aproximar a imagem de Pelé de novas gerações e criar outras formas de contato com o público, mantendo a relação com a trajetória construída pelo jogador.
Marca mira novas possibilidades
O reposicionamento também abre espaço para projetos envolvendo licenciamento, colaborações, experiências, ativações e parcerias comerciais. A utilização do “soco no ar” no uniforme do Santos integra esse movimento de levar elementos associados a Pelé para diferentes contextos.
(function () {
var AD_UNIT = 'ld-m-art-r1-03';
var PLACEMENT = '846688';
var DEVICE = 'mobile'; /* 'mobile' or 'desktop' */
var MIN_H = 280; /* tallest size listed for this position */
var done = false;
/* This block belongs to one device. Mobile and desktop blocks may both sit in the
same responsive template: each checks the viewport and only the matching one
asks for an ad, so they never both render. Breakpoint 768px, tablets count as
desktop. If your template already renders per device server-side this is simply
a second guard and changes nothing. */
function rightDevice() {
var isMobile = window.matchMedia
? window.matchMedia('(max-width: 767px)').matches
: (document.documentElement.clientWidth || 0) < 768;
return DEVICE === 'mobile' ? isMobile : !isMobile;
}
function box() { return document.getElementById(AD_UNIT); }
function hide() { var b = box(); if (b) b.style.display = 'none'; }
/* Registers this position. Never called without a positive consent answer. */
function register() {
if (done) return;
done = true;
if (!rightDevice()) { hide(); return; }
var b = box();
if (b) b.style.minHeight = MIN_H + 'px'; /* reserve only now, never before */
window.ANConfig = window.ANConfig || {};
window.ANConfig.placements = window.ANConfig.placements || [];
window.ANConfig.placements.push({
adUnitId: AD_UNIT,
propertyId: '105130',
placementId: PLACEMENT,
data: {},
consent: true,
onLoad: function (adUnitId) {},
onFail: function (adUnitId) { hide(); }
});
/* Safety net: if nothing has rendered here shortly, release the space.
No position can leave a permanent blank gap, whatever goes wrong. */
setTimeout(function () {
var c = box();
if (c && !c.getElementsByTagName('iframe').length) hide();
}, 6000);
}
/* One shared coordinator per page, created by whichever block runs first.
Every block registers with it, so when consent arrives they all register in
the SAME tick and the loader is injected once, afterwards. The loader drains
its queue once, so a block that registered late would never be served. */
var C = window.__ldAdConsent;
if (!C) {
C = window.__ldAdConsent = { subs: [], fired: false };
C.granted = function () {
var v = window.LD_AD_CONSENT;
return v === true || v === 1 || v === 'true';
};
C.fire = function () {
if (C.fired) return;
C.fired = true;
if (C.poll) { clearInterval(C.poll); C.poll = null; }
for (var i = 0; i < C.subs.length; i++) {
try { C.subs[i](); } catch (e) {}
}
var inject = function () { /* now, with all of them queued */
if (document.getElementById('ap-js')) return;
var ver = new Date().toISOString().split(':')[0].replace(/\D/g, '');
var apjs = document.createElement('script');
apjs.type = 'text/javascript';
apjs.async = true;
apjs.setAttribute('id', 'ap-js');
apjs.src = 'https://central-brazil.ap.giraffa.tech/js/ap-gjanout.js?v=' + ver;
document.head.appendChild(apjs);
};
/* The loader drains its queue once, so it must not be fetched while the page is
still parsing: blocks further down would register after the drain and be lost.
Consent known before the body parses is the normal returning-visitor case. */
if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', function () { setTimeout(inject, 0); });
} else {
setTimeout(inject, 0);
}
};
function onSignal(e) {
if ((e && e.detail === true) || C.granted()) C.fire();
}
window.addEventListener('ld-ad-consent', onSignal);
document.addEventListener('ld-ad-consent', onSignal); /* the event does not bubble */
/* 2. IAB TCF v2, used automatically if it ever resolves. Purpose 1 gates storing
and accessing information on the device, which ad serving requires. Consent
is required whether or not gdprApplies is set: gdprApplies being false is
never treated as permission. (Measured here 28 Aug 2026: it is true.) */
if (typeof window.__tcfapi === 'function') {
window.__tcfapi('addEventListener', 2, function (tcData, success) {
if (!success || !tcData) return;
if (tcData.eventStatus !== 'tcloaded' &&
tcData.eventStatus !== 'useractioncomplete') return;
if (tcData.purpose && tcData.purpose.consents && tcData.purpose.consents[1]) C.fire();
});
}
/* 1. Your signal. Set window.LD_AD_CONSENT = true when consent is known.
The order does not matter and there is no time limit: this watch runs
until consent arrives or the page is closed. */
C.poll = setInterval(function () {
if (C.fired) { clearInterval(C.poll); C.poll = null; return; }
if (C.granted()) C.fire();
}, 250);
}
C.subs.push(register);
if (C.fired) register(); /* consent already given before this block parsed */
else if (C.granted()) C.fire();
})();
Com isso, a imagem do Rei segue sendo trabalhada como uma propriedade global, com possibilidades de presença em diferentes áreas para além das quatro linhas. A ligação com o Santos, por sua vez, mantém um elo direto com uma das partes mais importantes da história do ex-jogador.
FONTE/CRÉDITOS: Guilherme Silva
Opina News