To make Nike Free Rio spark customer interest and desire, adapting the shoe to the carioca lifestyle. That is, taking a reverse route: to make the product adapt itself to Rio de Janeiro and its uniqueness.

Contrasting the Nike Free Rio with Rio de Janeiro, we realize that the flexibility and design of the product had everything to do with the city. And the connection point was obvious: curves. We therefore proposed a different and unusual way for Nike to convey that at the store.