For generations, sticker albums have been part of the build-up to a World Cup, especially in football-mad countries such as Brazil. The appeal is obvious:
That is why the Chaves concept lands neatly at this time of year. A report says the look includes player stickers featuring Marcus Rashford, Cristiano Ronaldo and Enzo Fernandez, blending football celebrity with carnival-style self-expression.
The stunt also arrives with Brazil moving closer to the serious business. They are due to begin their campaign against Morocco on 13 June, before further group matches with Haiti on 19 June and Scotland on 24 June.
That schedule gives the story a useful backdrop. Light, colourful World Cup moments often thrive just before the pressure rises, and few nations carry more tournament history than Brazil, with five world titles and an expectation that never really fades.
The modern World Cup is never only about tactics and team news. It is also about imagery, memory and spectacle. Chaves, who reportedly has more than five million followers, appears to understand that balance: football culture is not only watched, it is worn, shared and remixed.
The next thing to watch is whether the online buzz survives once Brazil kick off against Morocco. From that point on, the sticker-book fun gives way to results, and the tournament story starts writing itself.