‘Veste a Garra’, campaign was created by Wieden+Kennedy and produced by Stink
Nike premiered the film Veste a Garra, a campaign that kicks off the Brazilian team’s preparations for the Qatar World Cup, which begins in November. Inspired by the strength of the Brazilian, the film features a cast of Nike players and athletes, such as forwards Rodrygo and Adriana Silva, Endrick and skater Leticia Bufoni.
Additional appearances are from rapper Djonga, funk singer MC Hariel, presenter Fred, from Canal Desimpedidos, step dancer Jonathan Santos and the LGBTQIA+ Meninos Bons de Bola collective. The soundtrack is a grime session performed by three MCs: Nina, Febem and Sodomite.
Created by Nike and Wieden+Kennedy So Paulo, the film explores three different concepts: shirt pulling, dribbling and grappling. The pull represents all the difficulties, the perrengues of life. The dribble represents the Brazilian swing, demonstrating the power of the community against obstacles. And the will to go out and play and win, even against all odds.
The 60-second production features graphic interventions by the jaguar, a Brazilian national symbol that inspires the print on the team’s shirt.
The story unfolds in a chain of inspiration that goes beyond traditional football, approaching different elements of Brazilian culture. Between pulls, hats, dribbles, carts and kicks, the concept of the claw appears in the games between children in the middle of the street, on the ground, on the floodplain, on the court, in the society and even at the edge of a river, which reinforces the improvisation that only Brazilian has.
