Turning 128 years of triumph and tragedy into team baggage.

2045 turned decades of fan heartbreak into data. The Emotional Baggage Index used AI sentiment analysis to quantify every club’s collective ‘baggage’ - how much pain, pride, and loyalty each supporter carried. Those emotions became physical products: bags sized to each team’s trauma, from tiny totes for serial winners to full-sized duffels for the long-suffering. What began as a social experiment became a national talking point, earning 5.4 million impressions and 30+ earned media stories across TV, radio, and digital. Fans debated their team’s ranking and shared their baggage online, transforming emotional pain into pride.