Few football adverts have ever come close to Nike’s Joga Bonito campaign. It wasn’t just about selling boots or kits - it was a movement. A celebration of skill, creativity and the pure love of playing football.

“Joga bonito” is a Portuguese phrase that means "play beautifully" or "the beautiful game". It's a style of play in Brazilian football that emphasises creativity, style and individual skill. 

The spirit of Joga Bonito

Joga Bonito was about bringing football back to its purest form - the reason we all fell in love with the game as kids. It wasn’t about tactics, contracts, or trophies. It was about joy, creativity, and respect.

For me, watching those videos felt like stepping into a world where football was played for the love of it, not for the money or results. It reminded us that the best players aren’t just winners; they’re entertainers and magicians with the ball at their feet.

I was 10 years old when the campaign came out, playing for my local club and completely obsessed with football. The message was simple: enjoy the game, express yourself and never be afraid to try something special. It wasn’t just about winning, it was about playing in a way that made people smile.

A masterclass in selling without selling

One of the most genius things about Joga Bonito was that it never felt like a marketing campaign. I wasn’t thinking about Nike as a brand when I was watching it. I was just caught up in how it made me feel.

It wasn’t pushing boots or shirts in my face, yet somehow, it made me want to be part of that world. Without realising it, I became a Nike fan. I wanted its gear, its footballs, its boots. Because Joga Bonito had sold me on the feeling, not the product.

Joga TV

One of the standout features of the campaign was Joga TV, a series of videos packed with breathtaking skills, cheeky nutmegs and moments of pure class. 

Nike assembled some of the biggest names in football for Joga TV, with Eric Cantona as the charismatic host. The line-up featured legends like Ronaldinho, along with other Brazilian stars, Cristiano Ronaldo and Thierry Henry.

The kind of players that didn’t just win matches, but played with effortless style and flair. They made football look like an art form and Joga TV captured that magic perfectly.

The music

A massive part of what made the campaign so unforgettable was the music. The standout track was “Mas Que Nada” by Sergio Mendes featuring the Black Eyed Peas. The song became synonymous with Joga Bonito.

The mix of Brazilian rhythms and upbeat energy perfectly matched the campaign’s vibe. Joyful, expressive and effortlessly cool.

Hearing that song now instantly takes me back to watching Ronaldinho pull off impossible skills, Cantona grinning as he introduced another episode, and the pure magic of it all.

The music wasn’t just background noise; it was an essential part of the experience, making Joga Bonito feel even more like a celebration of football’s beauty.

The weighted futsal ball

One of my favourite things about the campaign was the weighted futsal football Nike released. We got one shortly after it was released (thanks mum).

I remember spending hours in the garden passing it back and forth with my oldest brother, both of us trying to perfect our first touch and control. Because it was heavier than a normal football, it forced you to focus on technique rather than just smashing it.

The visual identity

Even the Joga Bonito logo was special. The design had this raw, hand-drawn feel. It was expressive and full of movement, just like the football it represented. Even now, when I see that logo, it takes me straight back to that time.

Looking back, I think this might have even influenced me in ways I didn’t realise at the time. I am a designer with a huge love for typography and something about the way Nike approached Joga Bonito.

The bold, energetic type, the raw visuals and the sense of motion definitely left an impression on me. It was branding at its best: full of personality, telling a story without needing to say too much. Maybe that was my first lesson in the power of design.

The lasting impact

No other brand has captured football’s magic quite like Nike did with Joga Bonito. I think the era of football also helped in terms of the players featured. Other adverts have come and gone, but nothing has ever felt quite as pure or inspiring since. Play beautifully!

Looking for more inspirational marketing campaigns? Read our take on brands that are getting it right in 2025 here.