Our challenge

Nike set out to bring the energy, creativity, and style of Brazilian football to Los Angeles—not just as a one-time activation, but as the foundation for a global football hub in LA. With Copa America 2024 as the backdrop, the goal was to create an experience that merged competition, culture, and community, celebrating Joga Bonito in its purest form while tying into Nike’s larger vision for football in North America.

At the heart of this vision was Ronaldinho, the embodiment of Mad Brilliance, whose style of play captured the joy, artistry, and improvisation that make Brazilian football legendary. To ensure authenticity, Nike partnered with Venice Beach Football Club (VBFC) to bring the spirit of Brazilian street football to the streets of LA. The challenge was to seamlessly blend the cultural roots of Brazilian football with LA’s underground soccer scene, making Venice Beach the perfect battleground for this moment.

Our strategy

We collectively transformed Venice Beach into the epicenter of football culture, where fast-paced competition, music, and immersive brand storytelling collided to define the future of the game in LA.

The Estadio de Dogtown pitch set the stage for high-energy, skill-driven street football battles, where every match was a showcase of creativity and flair.

Ronaldinho’s influence was embedded throughout the event, from signature move tributes on the pitch to his presence energizing the atmosphere.

Live samba drummers, DJs, and street artists infused the space with authentic Brazilian energy, creating an electrifying cultural experience.

Our outcome

Mad Brilliance at Venice Beach became more than an event—it was a cultural moment, proving that LA is not just a football city, but a future global football hub.

Hundreds of players competed, bringing Joga Bonito’s signature style to life.

Fans engaged deeply with Nike’s football storytelling, exploring exclusive product drops and customization experiences.

The activation extended beyond Venice Beach, with Nike’s OOH campaign featuring the Brazilian National Team sparking spontaneous street football moments citywide.

Social buzz amplified the event’s impact, positioning Nike at the forefront of North America’s growing football movement.

By blending the soul of Brazilian football with the raw energy of LA street culture, Nike’s Mad Brilliance takeover set the stage for the future of football in Los Angeles—and beyond.

KPIs

1000+ attendance

100M+ social media impressions