The brief was to launch the new Brazilian jersey for the 2022 World Cup, but the objective was to make it appeal to all Brazilians again. The Brazilian yellow jersey always meant more than football for Brazilians, it is a symbol of hope and joy. But ever since 2013 it started being appropriated by ring-wing groups. Therefore, the challenge was to take the jersey back and show that really, it belongs to all Brazilians.

To launch the new Brazilian jersey for the 2022 World Cup, Nike produced a film about the pride that all Brazilians have (or once had) of wearing the iconic yellow jersey.

We launched a 60" film featuring Nike athletes like skater Leticia Bufoni, football player Adriana, and the attacker Rodrygo as the big star. Also, the film took an important part in Brazilian culture with two well-known rappers that were pioneers in reclaiming the jersey, MC Hariel and Djonga, and a grime soundtrack by rappers Nina, Sodomita and Febem, three important voices of rap in the favelas, who wrote a protest lyric encouraging people to restore their pride in the national jersey.

The film took place all over the internet, on the YouTube and Instagram channels of Nike and the featured athletes.

The campaign took place short before the World Cup, from September to November.