Nike ‘dares to be Brazilian’ ahead of 2014 World Cup

Nike has rallied a plethora of Brazilian stars including Neymar and David Luiz to highlight its long-running ties to the country’s national team as it looks to exploit the buzz around the World Cup Group draw later this week and steal a march on official sponsor Adidas.

The Wieden + Kennedy  created 90-second “Dare to be Brazilian” spot features the football stars performing tricks in a blend of live-action and animated sequences. Paris St-Germaine’s Thiago Silva, decked out in 1900s gangster-style attire, gets proceedings underway before Chelsea FC’s Luiz and Shakhtar Donetsk winger Bernard are shown taking on several defenders. Barcelona FCB’s Neymar finishes off the attacking move by scoring in a game of beach soccer.

Davide Grasso, chief marketing officer at Nike, says the advert celebrates the team’s “unique style of play” as players who improvise, dare and modify their technique.

He adds: “[Brazil’s] unique brand of phenomenal football is an inspiration to Nike and athletes around the world, and we are celebrating that unique style of play with this new campaign.”

It comes a week after Nike kicked off promotions around the Brazil kit for the World Cup finals. While there are still months to go before it starts, brands are soon expected to exploit the growing excitement around the event following the announcement of the groups on Friday (6 December).

Nike does not sponsor major sporting events such as the World Cup or the Olympics, however, it has traditionally hijacked events in the past from official partners with its marketing.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here