Nike

Black and White

Nike celebrates São Paulo based club Corinthians, promoting its new jerseys, inspired by the team uniform from the 70s, a significant era in the club history.

Project information
The club has been historically recognised by the colours black and white for most of its entire history. The new jerseys presented their characteristic colours and contained narrow vertical stripes that were the starting point for the campaign's core idea.

Following the 2014 FIFA World Cup hosted in the country, the brand wanted to promote the club by adopting an illustrated theme celebrating the club's history and legacy. With the concept "over here is black and white", the commercial shows the difference between Corinthians' spirit – who knows no compromise – and everyone else – because "you're either black and white or you're not." The campaign ran through social media and Nike Football brand channels with a strong positive response.
Credits
Client: Nike
Agency: Wieden+Kennedy São Paulo
My Role: Creative concept, Design
nike-black-white-shirt_black
brasao

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© Raul Arantes 2023
Creative Director