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Patex 2024

Roberto Carlos is Patex

We put a football legend at the center of Web3. Smart Social positioned Roberto Carlos, a global football idol with 10M+ followers, as the face of Patex, the largest blockchain ecosystem in Latin America, turning a mainstream sports icon into a bridge of trust for a crypto platform.

  • 10M+ followers
  • Web3 / blockchain
  • Latin America
  • 4 international press features
Roberto Carlos in a Patex shirt, on camera: "I am excited about the project"Roberto Carlos on Patex advancing Web3 technology in BrazilInstagram story announcing the Patex token, with the app open on a phone

The challenge

Blockchain still fights skepticism with mainstream audiences in Latin America. Patex needed a face that instantly signaled trust, strength and excellence, and that could carry the brand far beyond the crypto-native crowd.

What we did

We sourced, negotiated and activated Roberto Carlos as a Patex partner, then built the announcement narrative and creative end to end: the on-camera endorsement ("I am excited about the project"), the Web3 message positioning Brazil in the crypto world, and the token launch story on Instagram.

The impact

The partnership reinforced the platform's reliability and introduced Patex to a broader, more diverse audience across sports, finance and cryptocurrency. It was picked up by top international crypto press.

In the press