Geizon Carlos da Cruz Fernandes for some and Xamã for hundreds of millions of people is one of the main names in music in Brazil and an ambassador for FILA. The rapper’s story is full of inspiration and fully connected to the brand’s change the game positioning, a perfect feat that originated “Malvadão do Bem”, a film that tells the artist’s trajectory from the first musical dreams to success – when he became famous #1 in Brazil with the beat “Malvadão 3”, lyrics that inspired the name of the production.
The webseries was captured in Rio de Janeiro through the lens of Thiago Jenne, filmmaker better known as Cabelo. Along with the artist, the team toured the main neighborhoods the singer lived in before changing the game through music. Sepetiba, the place where Xamã grew up with his family and where he started his first creations, and Santa Cruz, a region known for its commute to work in stations and trains in Rio de Janeiro, gained the spotlight and were chosen as the great scenarios of the movie.
The artist has a journey of a lot of battle before standing out on stage. He was champion writing in high school and found himself as an artist through poetry. Soon after, he stopped working as a street vendor and began to rhyme selling peanuts on trains in the capital of Rio de Janeiro. Before the explosion in the media, on streaming platforms and in big shows, Xamã participated in numerous battles throughout Brazil and won several of them, until he achieved success and became one of the main names in national rap.
In the shaman’s own words:
“My ‘Change The Game’ started in these places that represent the beginning of everything. Where I grew up and got into the game, changing my life and fulfilling my dreams. After all, it was the inspiration I took from the streets that got me where I am today.”
For decades, FILA has written its narrative on the streets, promoting iconic partnerships with music greats. This project is the union of the brand with the rapper Xamã, a reference to the Change The Game positioning and a great inspiration in street style and the Brazilian music scene.
Adriana Magalhães, Branding and Marketing Manager at FILA Brasil, comments:
“Our relationship with the Shaman has been going on for a long time, he is an ambassador for FILA and his trajectory represents a lot of what we want to convey. In this way, we are able to tell about our growth along with his story, which is connected to ours.”
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