Nike: Bola Pra Frente
Social Community Impact
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ClientNike
LocationRio de Janeiro
My RoleCreative Producer
ObjectiveRevitalize Bola Pra Frente as a source of energy and inspiration within one of Rio de Janeiro’s most vulnerable favelas.
About
Nike launched a “Designed to Move” initiative to promote healthier exercise habits among children and young adults in South America.
As part of this initiative, Nike invested in upgrading and renovating the infrastructure at over 20 recreational and sports facilities within Rio - primarily in some of the cities most vulnerable neighborhoods, favelas marked by poverty and violence. The Instituto Bola Pra Frente is the largest of these recreational and sports facilities.
My Role
As creative producer I worked closely together with the Nike Brand Design team and Nike do Brasil on crafting artist briefs, scouting and bringing in a local artist to further add energy and brand storytelling moments within the sports facility.
I managed the collaboration between Nike and local graffiti artist Kajaman, resulting in a beautiful mural adorning the newly renovated soccer pitch’s walls.
Results
The project resulted in one of the most rewarding experiences of my career: delivering transformational experiences for Bola’s almost 1000 kids and empowering an entire community through the power of movement.
The unveiling of the new football pitch and surrounding mural were celebrated with speakers, athletes, music, food and celebration.
To this day, Bola Pra Frente continues to serve as a gleaming shimmer of hope within one of Rio de Janeiro’s most vulnerable favelas.