Brazil’s Olympic Skateboarding Fairy Stars In Magical New Work From Nike

Brazil’s Olympic Skateboarding Fairy Stars In Magical New Work From Nike

If you’ve been glued to the Tokyo Olympics this week, you probably would have noticed the introduction of a number of new sports including surfing, sport climbing, baseball and karate.

But there is one new sport that seems to have particularly grabbed the imagination of viewers.

Making its debut at the Tokyo 2020 games, skateboarding has arrived on the scene with young, talented athletes kicking, flipping and twisting their way to gold.

The introduction of skateboarding is undoubtedly an attempt by the event organisers to engage younger viewers.

Ever the marketing masterminds, Nike has since latched on to the new wave of Olympic entertainment and released a skateboarding-inspired piece of creative.

While skateboarding might stereotypically be associated with punk or rock music, the latest Nike spot is anything but.

‘New Faries’ is like something from a Disney movie, with mystical music and some adorable animated animals.

It is the work of Wieden + Kennedy São Paulo.

You can see it here.

The main star of the campaign is 13-year-old Brazillian skateboarder Rayssa Leal, who recently won a silver medal in Tokyo in the street category.

The use of “fairy” in the campaign is a nod to Leal’s nickname “Fadinha”, which means “Little Fairy”.

“Rayssa: the fairy that flies without wings. New fairies. Play New,” the video description reads.

Following Leal’s success at Tokyo, there has been a rush to trademark ‘Fadinha’.

Flavia Penido, who lives in Brazil and watched Leal compete, took to Twitter this week to reveal she had decided to register the name before someone else did, according to the Herald.

“Sometimes you have to make quick decisions,” said Flavia Penido, who has trademarked the nickname.

“The interest is obviously not economic but to preserve Rayssa’s eventual rights and show the importance of always having marketing and law work in tandem.”

Penido has said she will be ceding the rights to the athlete.




Please login with linkedin to comment

Nike

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]