AliExpress joins Popo and Wanderlei Silva at 11.11 to turn rivalry into discounts

 AliExpress, the global shopping platform of Alibaba International Digital Commerce Group, announces the beginning of its biggest campaign of the year, 11.11, which in 2025 brings the concept “Aliados by DESconto” Created by BETC HAVAS, the film unites two icons of Brazilian sport, Popo and Wanderlei Silva, and this time, bringing their teams to make peace and materialize, with humor, the mechanics of collective buying on the platform.

Especially for 11.11, the old rivals will return to the ring, but with an unusual mission: to knock prices, not opponents, and invite the public to form buying groups to unlock the best deals of the year between November 11 and 19. During the period, the platform will offer up to 90% OFF, 20% cashback on purchases made on partner platforms, as well as interactive actions and exclusive offers, encouraging Brazilians to join to unlock collective discounts.

The campaign “Allied by Discount” will be deployed throughout the AliExpress digital ecosystem including its social networks, media with creators and video platforms of the app and YouTube, with complementary content, cuts of the film, calls to lives and explanatory pieces on the mechanics of group shopping. The “11.11 is already synonymous with good price in Brazil. In 2025, with a new way of buying that does not exist in any other marketplace in Brazil, we innovate and add an ingredient that is the face of the country, the strength of the union. Aliados by Discounting it shows that when the Brasto is the B.
 

Watch the full video on Instagram
 

Insights and Cast

Conceived by BETC HAVAS, the campaign starts from an insight: rivalries can be set aside when there is a common goal and so it is possible to seal peace even between these two great rivals. The narrative invites the public to transform competition into collaboration through AliExpress collective purchases.

In addition to Popo and Wanderlei, members of their teams and the universe of struggles such as Werdum, Iago Freitas, Thor D. Silva and Dida and content creators who connect the platform to communities of sports, games, technology, beauty and lifestyle participate. The presence of this casting extends the cultural reach of the message and reinforces the role of creators as a bridge between brands and niche audiences.