In 2013, Nike, in collaboration with the agency F/Nazca Saatchi & Saatchi, launched the “Batalha das Quadras” (“Battle of the Courts”) campaign in Brazil. This initiative aimed to celebrate and promote street football culture by organizing a tournament across various urban courts in São Paulo and Rio de Janeiro. The campaign featured scouts who identified talented street football players, inviting them to form teams and participate in the competition. The tournament incorporated elements of art and music, with DJs performing live and graffiti artists enhancing the event’s atmosphere, creating a vibrant fusion of sports and urban culture. The finals were held in iconic locations, including under the Viaduto do Chá in São Paulo and on Copacabana Beach in Rio de Janeiro, attracting significant public interest and participation. This approach not only showcased Nike’s commitment to grassroots football but also strengthened its connection with the local community.
Additionally, during the “Batalha das Quadras” event on Copacabana Beach, Nike unveiled the new Brazil home kit for the 2013 Confederations Cup. The launch was part of the competition’s activities, emphasizing the deep-rooted connection between Brazilian football heritage and street football culture. The new kit featured classic design elements combined with modern innovations, symbolizing national pride and the country’s rich football tradition.
For a visual overview of the “Batalha das Quadras” campaign, you can watch the following video:
