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Nike ‘Dare to be Brasilian’ – Launching the official Brazil World Cup shirt
15/01/2014

Last month Ear to the Ground took over the London Film Museum to help Nike launch the new Brazil National Team Kit to key media and influencers.

Brazil star David Luiz and Martin Lotti, Creative Director for Nike Football teamed up to showcase the kit that will be worn by the hosts next summer. Luiz and Lotti were on hand to meet fans and provide insight into the innovative design behind the shirt and Brasilian passion for the game. David Luiz then shared his thoughts on the new kit and looked forward to the tournament this summer, before taking part in a Q&A with key influencers and face to face interviews with the media.

Football is at the heart of Brasilian culture and the event saw a screening of “Dare to Be Brasilian”, a dynamic short film exploring this devotion to football and what the national shirt means to Brasilians. The 90-second film by world-renowned British director David Kleinman is rooted in Nike’s efforts to understand what drives the passion of Brazil’s phenomenal players – the likes of Neymar, Thiago Silva and David Luiz as well as footballing legend Ronaldo, the Fenomeno.

Using Nike’s assets we transformed the venue into a branded football journey, celebrating Brazil’s successes over the past four World Cups, showcasing the shirt from each year and highlighting Nike’s involvement through product innovation and design. Phenomenal shots from world renowned photographer Platon, showing key Brazil players wearing the new home shirt, were iconically displayed alongside historic Nike artwork from Brazil.

With only 190 days to go, Ear to the Ground have been very busy with Nike, Unimed and The FA, looking at exciting ways to activate both in the UK and Rio. Six months to go and a lot more to look forward to!

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