Chiquinho, resident of the Jardim Record neighborhood, Taboão da Serra-SP.

The jerseys of local football teams are examples of identity brands, as they contain several elements in which the common peripheral identity is constructed, reaffirmed and disseminated. In the photo, we see Chiquinho posing with his Unidos do XV jersey, a team from Jardim Record, in Taboão da Serra. "I won't even lend this jersey to my children," he assures. This is because it carries his own story of 40 years living in the neighborhood and his friendship with Quinze, a great friend who passed away and founded the team. On weekends, Chiquinho's bar is a meeting point for the club's fans.