The ‘Proyecto Canal Mayores’ from Real Madrid Foundation is a sports program for the elders. It is growing in Madrid and other communities and needed a name, concept and identity that represent the soul of the project, which is not just based on the physical benefit of sports, but above all, on its social component and the emotional well-being they gain because they get to come out of loneliness and be part of this community they create, of this team. In the end, the project doubles as a sports team.