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All the elements are there for an abundance of stories appealing to football fans and consumers around the world.
And so for World Football ’06, Nike has turned retail locations into virtual theaters, where the story of Joga Bonito is on display as part of an initiative encompassing four seasons and multiple in-store changeouts.
Planning and executing in some cases for more than two years, Nike employees have produced designs, copy, photographs, videos and more, all to tell the stories of the merchandise consumers see and the game they love.
“What we have that is different from another brand that’s selling you a piece of apparel or a shoe is the story behind it – the athlete it was built for, the heritage it was inspired from, the story of the sport it’s made for,” said Heather Amuny, Design Director for Nike Brand Design. “We want to be known as being so passionate about telling the story of sport that it comes through in every product we make.”
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