The Objective:
Nike's campaign of "Joga Bonito" or "Play Beautiful" would lead up to the 2006 World Cup and involve several new product launches.

The Strategy:
Nike “Joga Bonito” Soccer Tour

To celebrate the global spirit of Joga Bonito (Portuguese for “Play Beautiful”), Nike sponsored high school soccer tournaments throughout the United States. High school teams in New York, Chicago and Los Angeles played regionally before coming to Los Angeles to play the national finals, in conjunction with the 2006 World Cup. The finals were held at the basketball courts on Venice Beach. Kids were able to test a trial version of Nike shoes while playing the game. In addition, a “skill set” booth was created for children to show off their talents. The entire event area was branded with Nike signage, including banners, flyers and flags.

The Success:
After successful regional matches, thousands of people turned out for the finals at Venice Beach. The World Cup was viewed on an enormous flat screen TV, while the regional champions competed for the national title. Villages were set up with Nike gear, art galleries, and various food vendors. Nike partnered with FOX Sports to create a FOX Sports Lounge, which had flat screen TVs and plush furniture for patrons to enjoy. The Clipse and Fabulous performed a full concert to conclude the celebration.