Nike premieres the film “Veste a Garra”, a campaign that kicks off the celebration of the Brazilian National Team on the way to the biggest stage in world football. Inspired by the determination of Brazilians and all professional and amateur players, who have their shirts pulled on and off the field, but who manage to escape adversity and move on.
The film features a cast of Nike partner players and athletes, such as forwards Rodrygo and Adriana Silva, under-20 star Endrick and skateboarder Leticia Bufoni. Additional appearances are from rapper Djonga, funk singer MC Hariel, presenter Fred, from Canal Desimpedidos, step dancer Jonathan Santos and the LGBTQIA+ collective Meninos Bons de Bola. The soundtrack is a grime session made by three MCs: Nina, Febem and Sodomite. According to Rodrygo:
“Nothing in my life has come for free. From a very young age I already knew that without courage I would not get anywhere. Wearing the shirt of the Brazilian team is the greatest honor a football player can have in life. And I want so much more. I want to make history.”
Created by Nike and Wieden+Kennedy São 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 collectivity against obstacles. And determination is what is born in the Brazilian soul, it is integrated in their DNA, in their desire to go out and play and win, even against all adversities.
Check out the movie:
Gustavo Viana, marketing director at Fisia, Official Distributor of Nike do Brasil, comments:
“When we talk about overcoming, Brazilian culture immediately comes to mind. Dribbling is part of Brazilian daily life, whether when we throw a pen on the field, or when dribbling a sea of people on a crowded subway platform, we are always overcoming obstacles.”
The 60-second production features graphic interventions of the jaguar, a Brazilian national symbol that inspires the innovative print on the official shirt of the Brazilian National Team. It represents the strength of the nation, connecting the ferocity of the animal in the woods and the Brazilian player on the field – whether on the impeccable field of the biggest leagues in the world, or on any dirt field that exists in the millions spread across Brazil.
The story unfolds in a chain of inspirations that go beyond traditional football, approaching different elements of Brazilian culture. Among pulls, hats, dribbles, carts and kicks, the concept of claw appears in children’s play in the middle of the street, on the land, in the floodplain, on the court, in Society and even on the pier of a river, which reinforces the improvisation that only Brazilians have it.
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