On April 22, 2024, Earth Day coincided with the Milan-Inter football match, a highly anticipated event in Italy. Here was the challenge: how can we get Italians talking about environment when all eyes are on the game?We took advantage of the buzz surrounding the football match, to engage Italians in a global conversation about environmental issues without detracting from the excitement of the derby. Teaming up with Inter FC, we launched "Th3 Ext1nction Numb3rs". With this initiative, we paired alarming climate crisis stats with players’ numbers to create special jerseys that Inter wore during the game.By integrating this information into the match, we turned derby talk into environmental talk on news channels, newspapers and social media. At the same time, we introduced WWF to a new audience: football fans.With Inter winning, the players’ jerseys were auctioned on eBay to support WWF. They will also appear in the upcoming Inter movie, forever linking this football milestone to sustainability.