South Africa, July 20 -- A post shared by DAZN Futbol (@dazn_futbol)

Family

A post shared by LAMA (@lamine.y304)

Every time television cameras caught Keyne sprinting towards his older brother after a match, celebrating wildly on the pitch or simply looking up at him with admiration, people watched and shared it. Before long, those clips had spread far beyond football circles, reaching millions who may not have watched a single Spain match but instantly connected with what they were seeing.

That authenticity gave Spain something no communications budget could have bought. Spain wasn't just a technically brilliant side chasing another World Cup, it became a group of young men who laughed, celebrated and shared their biggest moments with...