The '80' on Memphis's Headband.

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KLM celebrated 80 years of operations in Brazil. To mark the date, we put the number on the head of the one person all of Brazil would be watching.

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In the Copa Libertadores match between Corinthians and Platense, Memphis Depay took the field wearing a headband. Nothing unusual for him. But this time it had the number 80 on it. No explanation, no announcement. Just the detail, sitting there in the biggest game of the week, in front of an audience of 4 million people.

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The internet did the rest. Over 5,000 Google searches for "Memphis 80," coverage across national and international outlets, and 265 comments on Corinthians' post. The next day, Memphis revealed the meaning on his own Instagram. 92% positive and neutral sentiment. Over 50,000 likes on the photos with the headband.