NIKE – PLAY NEW: Cleats of a New Hero
During the pandemic, Richarlison found a new way to make a difference: he raffled his game-worn cleats to raise funds for vaccine research. Nike embraced this gesture as part of its global Play New platform, celebrating unconventional heroes — on and off the pitch.
We developed a bold visual identity to amplify the message, including a custom-designed cleat that turned his action into a graphic statement. The visual language combined vibrant color, expressive typography, and illustration to highlight Richarlison’s initiative and connect it to a broader narrative of change.
The campaign celebrates those who choose to play a bigger game.
Role: Illustrator
Wieden+Kennedy São Paulo
ECDs: Eduardo Lima & Renato Simões
Creative Directors: Fabiano Higashi & Mariana Borga
Head of Art: Fabiano Higashi
Designers & Art Directors: Cacá Barabas, Breno Chiavelli & Leandro Beraldo
Copywriters: André Pallu, Fernanda Manzano & Mauricio Araujo
Illustration: Dialeto Studio (Fabio Mota + Vinicius Teodoro)
Agency Producers: Fernanda Moura & Regiane Pettinelli
Cleat customization: TND Sneakers
