Nike will bring the passion, cultural energy and distinct flair of Brasilian football directly to fans through Rio’s Phenom House, a unique space opening June 7. As part of the opening events, the Phenom House will host the finals of the Batalha das Quadras, a Nike-sponsored grassroots indoor football tournament.
“The Phenom House shows Nike’s commitment to football, Brasil and, most importantly, Rio de Janeiro. We want to provide fans with unforgettable experiences that coincide with the great football moments in Brasil this summer,” said Henry Rabello, VP of Marking at Nike do Brasil.
THE PHENOM HOUSE IN DETAIL
In a nod to the Seleção, a "yellow carpet" welcomes visitors through an artwork-filled tunnel that transports them into the world of “Risk Everything” – Nike’s campaign in which the world’s best footballers put everything on the line when it matters most on pitch.
The tunnel opens into a vast space where fans can experience the history of Nike football through a boot genealogy display, featuring the original Tiempo Premier (1994), and leading up to Nike Football’s revolutionary 2014 footwear collection.
Visitors can trial the latest innovations, including the Magista and Mercurial Superfly, in a unique boot testing area. Participants can compete with friends in agility exercises that athletes such as Neymar and Cristiano Ronaldo undergo to help provide insights that help inform some of Nike’s boot design and innovation process.
Also showcased are the home and away kits for the 10 federations that will wear Nike on-pitch this summer in Brasil. These kits combine high-tech innovation with unique design insights to keep players cool on pitch. All kits are environmentally sustainable, made from fabric that comes from recycled plastic bottles. Visually, each kit features cultural design elements unique to each country.
Near the center of the Phenom House, the full Nike F.C. collection is on display. Nike F.C. celebrates the passion, talent and irreverence of sports, opening the door to Nike’s 20 year-history in football.
To further connect fans to the beautiful game, the Phenom House utilizes sound effects specially created to replicate football stadium crowd noise.
CULTURE, ART AND FOOTBALL
In Brasil, football and art are inseparable. For the Phenom House, Nike commissioned five artists from Rio -- Bruno Big, Marcelo Ment, Pamela Castro (Anarkia) and Ananda Nahu -- to create a mural that uniquely depicts the full history of the Brasil national team jersey. These murals highlight the 1996 Nike Brasil uniform and other special years including 1998, 2002, 2006, 2010 and 2014.
A photo exhibition of the Brasilian national team players, taken by internationally renowned photographer Platon, completes the space. Through June and July, fans are encouraged to upload photos of themselves in the amarelinha – Brasil’s legendary yellow football jersey – and share them socially using #ouseserbrasileiro to show their support for the Seleção. At the Phenom House, a special photo studio is set up for fans to capture and share their image.
Fans can also log onto Nike.com while at the house to unlock special services and access exclusive products.
The House, which is located along the port of Rio de Janiero, will be open to guests from June 7 to July 12, Wednesdays and Saturdays only, from 5 p.m. to 11 p.m. Throughout June and July, the Phenom House will host a variety of special events featuring celebrities, international athletes and Brasilian musicians. This special retail and brand experience will be open to consumers who register at nike.com/casafenomenal.
For the full schedule of events this summer at the Phenom House and other information, please visit nikeinc.com/brasil.