1942 was a pivotal year in the history of Palmeiras FC. Amidst persecution, prejudice, and slander, the club faced unwarranted accusations of political alignment with Mussolini’s Italy. In the decisive match of the Brazilian Championship, against arch-rival São Paulo, the match ended in controversy, when a penalty was awarded to Palmeiras.

Despite the turmoil, Palmeiras emerged victorious - clinching the Brazilian Championship. This moment in the club's history became known as the ‘Heroic Rise’.

To commemorate the club’s heroes that day, Adidas launched a new kit in their honour. ‘The Penalty That Never Was’ is a social campaign celebrating the club's resilience and glory.