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Ambushing Adidas: Nike`s `Going Brazilian` 2018 FIFA World Cup Campaign |
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INTRODUCTION |
| In June 2018, US-based sportswear giant Nike Inc. (Nike) launched a new advertising campaign called ‘Vai na Brasileiragem ’ during the build up to the 2018 FIFA World Cup hosted by Russia. The campaign was launched with the aim of inspiring the Brazilian team to win their sixth football World Cup. The advertisement featured professional football players such as Phillipe Coutinho, Willian Borges da Silva, and Tiago Silva in the dressing room. It also showed Brazilian children of all ages in the favelas , streets, and playgrounds across Brazil recreating the tricks and skills of their heroes who were out to avenge Brazil’s loss to Germany on their home turf in the 2014 FIFA World Cup semi-final. The video also had a short cameo by former Brazilian football player, Ronaldo Nazario (Ronaldo), which recreated his iconic Rio airport moment from Nike’s 1998 advertising campaign...
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