To launch the Nike TN Football Pack with Foot Locker, we turned a corner shop in South Manchester into a street football stage. Fronted by Brazilian star Savinho and featuring Lost Boys and BXKS, the shoot reimagines the spirit of Joga Bonito for a new generation – spontaneous, playful and rooted in culture.
When Foot Locker and Nike challenged us to create a ‘social idea that redefines the TN culture’, we recognised the shift in how young fans connect with football. With Gen Z consuming the game through memes, live commentary and match highlights on their phones, we built a campaign that’s fun, shareable and rooted in this digital behaviour.
As the first part of a two-part campaign, we created a piece of content inspired by the spirit of Joga Bonito — transforming a corner shop in Manchester into a vibrant stage for street football.
The content was designed to resonate beyond the product, shot in a local shop, the film and stills combine humour, artistic expression and Brazilian heritage with an everyday setting grounded in community.
Coined as 'play beautifully’ in Portuguese, we wanted to curate a shoot which paid homage to the Brazilian heritage of the product, designing with the signature colourway palette in mind, as we aimed to create a campaign which was fun, playful and still grounded in culture.
We made use of an unexpected setting to capture content which merged sport and fashion, alongside catching the essence of the spontaneity and style of street football through a fresh lens.
The campaign featured a mix of talent from; Mancounian-Brazilian football player, Savinho,and Nottingham based collective Lost Boys, and rapper BXKS - all pillars in their respective communities and represented the qualities we wanted portrayed in the campaign: Playfulness, artistic expression and Brazilian heritage.
The set was styled with vibrant fruit and vegetables, bringing a lively contrast to the store’s exterior. We playfully packaged the product in rustic fruit crates, accompanied by bespoke graphics for signage, newspapers, and locally inspired items to capture a strong sense of place and hone in on the community feel. Chequered flooring was used to gently lead the eye to the product, adding a playful touch beneath the feet.
From the stacked aisles to the styling on the shopkeeper’s nails, every detail was considered to bring the Joga Bonito spirit to life – celebrating the beauty of football and the culture that fuels it.
