New Wings

In yet another development of the global “Play New” campaign, Nike presents a new episode that explores the story of overcoming Brazilian national team striker Richarlison, who insists on using his voice to draw attention to injustices and show that football is a power that can contribute to advances in people's lives.

Nicknamed Pigeon, Richarlison believes that it is necessary to have a broad view of the world we live in to then build a fairer society.

Richarlison has a strong track record of supporting important causes, from raising awareness about the Pantanal fires to actively promoting and contributing to the development of a Brazilian Covid-19 vaccine, as well as participating in social projects in his hometown. To highlight this genuine commitment, we launched a special pair of boots designed to promote the importance of Covid-19 vaccination. These boots were later auctioned after the match, with proceeds going to support related initiatives.

Credits

Role: Nike Creative Lead

Creative Partner: Wieden & Kennedy Portland

Creative Partner Boots Initiative: Wieden & Kennedy SP

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