Introducing W+K London’s latest campaign for Nike Latin America!

South America is known as the spiritual birthplace of brilliant, brash, breath-taking football. Where the skills and attitude that kids learn in their crews, in the barrios or on the beach are transferred to the pitch without fear or reprimand.

Or, at least, that’s how it used to be. 

Problem is, they now look to the more regimented, structured style of play in Europe and try to conform, and the pressure to win at all costs from a young age has sucked the soul out of the game for many young players.

Our objective was therefore to inspire kids to use the streets to make them better players, and help Latin America get its rebellious brand of brilliance back.

We created 7 online films, the first 4 encouraging young Latin American players to ’Street Their Game’ by downloading the training content on the Nike football app: