The Location
Barra da Tijuca is a neighborhood located in the western part of Rio de Janeiro, Brazil. It is known for its beautiful beaches, natural landscapes, and being a hub for various sports activities. Barra was defined as the strategic location for the first Nike Rise in Rio as it offers a vibrant sports scene, attracting athletes, sports enthusiasts, and spectators who can enjoy a wide range of activities, from water sports and surfing to yoga, running, training, and watching sporting events in world-class venues.
THE HOME FOR SPORTS IN RIO DE JANEIRO
Nike Barra Rio is a vibrant and dynamic space that reflects the spirit of the brand and captivates consumers with its innovative design and extensive range of athletic products. Designed for the 1/A consumer, 50% out of the 700m2 (7,500sf2) are dedicated to Her. Each category was carefully curated, featuring the latest apparel, footwear, and equipment tailored to specific sports' needs. Highlight to the new bra bar, a destination for Her and easy way to find the perfect bra to enhance performance and style.
Service and Services
The store offers personalized services, including knowledgeable and passionate athletes* who are readily available to assist consumers. Whether they need expert advice on choosing the right running shoes, 1:1 styling to select the ideal workout apparel, or using Nike by You to engage in a creative and interactive experience, transforming their favorites into personalized works of art. At the fitting room consumers can interact with the mirror and choose a personalized play list according to their sports preferences as well as adjusting the lights.
Sports Activities
In addition to the diverse product offerings, the Nike store at Barra da Tijuca will frequently host exciting events and launches. These events will celebrate the world of sports, bringing together athletes, enthusiasts, and the local community.
Nike Barra Rio is a captivating destination for sports enthusiasts, combining style, innovation, and a commitment to excellence. It invites customers to embark on their athletic journeys, providing them with top-of-the-line products, exceptional service, and a space where the pursuit of greatness is celebrated.
Opening Event
The day before the grand opening we hosted an event that celebrated the Swoosh, its products, and the local community. Lots of excitement and engagement created with community by inviting local relevant catalysts, artists, and athletes. Hyperlocal catering, DJ and photo shooting experience created a festive atmosphere
Curated Artist & Athletes
Rafaela Silva @rafaelasilvaa
Hailing from Rio, she is an Olympic and world champion in judo, and she serves as a true role model in Brazilian judo due to her resilience and passion for the sport.
Cabelinho @mccabelinho
An accomplished MC of Brazilian Funk and Trap, Cabelinho is also an actor who carries the captivating Carioca rhythm with him wherever he goes.
L7nnon @l7nnon
A prominent figure in Brazil's trap and rap scene, L7nnon is a sports enthusiast and shares friendships with several athletes.
Lorran @lorranlucas10
Nike athlete born in Rio de Janeiro, dude's the youngest player to score a goal for Flamengo's pro team, at just 16 years old!
Aline Maia @alinemaiadance
A devoted funk dancer who inspires thousands with her dance videos on the streets of Rio de Janeiro
DJ Solyma @djsolyma
A multidisciplinary artist, born and raised in Rio's North Zone, DJ Solyma embodies the rhythm that enchants everyone acquainted with Rio de Janeiro's vibrant culture.
Cultural Gastronomy
In addition to bringing the iconic Globo biscuits, Brownie do Luiz and Leão mate from the Carioca beaches, we've brought the social-gastronomic project 'Maré dos Sabores' on board. It's an initiative that empowers women from the Maré complex, a low-income neighborhood in Rio de Janeiro, to work in gastronomy for various purposes.
Sports Activations
To celebrate and launch the new Nike Barra Rio store, we organized three days of training at iconic locations in Rio de Janeiro, alongside coaches Lapa and Fê Queiroz, assembling a passionate and community-recognized team.
Arpoador
Lagoa
barra
Lapa Team @lapateam
Indoor and Outdoor Training Phenomenon, Lapa has a team of national personalities ready to motivate.
Fernanda Yoga @fernandayoga
As a Yoga Coach, they bring videos with different workouts for all types of athletes.
Marcão e MCPerformance @marcao_mcp
They are the founder of one of Rio de Janeiro's most well-known triathlon consultancies, offering running, swimming, and cycling training.
Fê Queiroz @fernandaqueiroz
Fê Queiroz was a Nike Ambassador during the Training Club era and is synonymous with high-intensity functional workouts..
Bruno Barros @brunobarros19
Bruno is a well-known footvolley player, participating in competitions all around the world and making Rio de Janeiro his training location.
Road to Nike Barra Rio:
A run with an influential and engaged team, starting from Luwatu kiosk at Barra Beach and finishing at Barra Shopping, interacting with the scenery and people along the streets, a true rallying call for the new Nike moment in Rio de Janeiro.
300 athletes participating
10 hours of full sports
3 iconic places activated
65% female / 35% male
Mude: Our local media partner
To make a mark in the sporting lives of cariocas, we formed a partnership with Mude, ensuring our presence in high-impact locations that transmit all of Nike's energy. With 34 locations scattered throughout the city, we achieved 150,000 insertions and impacted 2 million people.
First Month Read Out
Credits:
NIKE