Our Garra is Never Done

The country of football is also the country of grit. On and off the pitch, 212 million Brazilians show their garra every day. Against all odds. And no pull, push, or tackle can ever hold them back. In Portuguese, the word garra holds a powerful dual meaning: it refers not only to grit and determination but also to the sharp claws of the onça-pintada, or jaguar—an iconic Brazilian symbol. Inspired by the nation’s indomitable spirit, Nike and the Brazilian Football Confederation (CBF) proudly introduce a new collection embodying the essence of Garra Brasileira.

A series of Photos and Visual Graphics to represent the Garra Brasileira from everyday youth athletes.

Artwork by Cranio, a renewed Brazilian graffiti artist to represent the "Brazilian grit". This poster was used on the seeding KIT with the jersey for athletes and influencers.

A serie of the Brazilian National Team Athlete's shot.

Athletes were elevated to highlight the performance aspect of the jersey.

Innovation meets storytelling. This film served as the unveiling of the new Brazilian jersey, blending cutting-edge design with a compelling narrative.

As a tribute to the resilience of millions of Brazilians, this campaign was part of Nike’s global “NEVER DONE” initiative and is titled "Veste a Garra." Featuring legendary sports figures, cultural icons, and rising stars, the campaign showcases players like Alisson, Richarlison, Rodrygo, Philippe Coutinho, Marquinhos, and Adriana; sprinter Paulo André; former star Ronaldo Nazário (R9); rapper Djonga; funk singer MC Hariel; streamer Babi Loud; and judoka Rafaela Silva.

The work we created for the Brazil jersey launch set the "Global Directive" for all Nike federation kits worldwide.

Credits

Role: Nike Creative Lead

Creative Partner | Film: Wieden and Kennedy SP. Director: Tino

Creative Partner | Athlete’s line-up and Innovation: I Love Dust

Community Photography: Thierry De Fontaines

Athletes Photography: Tim Saccenti

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