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Nike / Nike React launch, Sao Paulo
So Vai
Made running feel like culture, not cardio.
Brand Specialist, Nike Brazil. I led the Brazilian launch of Nike React, localizing a global platform and turning an e-commerce drop into a city-wide running moment.
A launch with no store. One of nike.com.br’s biggest.
Strategic perspective
- Reframed the category. Sold running as fun and inclusive, to reach the people who do not call themselves runners.
- Localized the global Instant Go platform into So Vai, a line that only lands with Brazilian swagger.
- Made nike.com.br the stage for the launch, turning e-commerce into the experience itself.
Tactical approach
- Built the Reactive Poster, a no-download augmented-reality try-on. Buyers saw the React on their own feet through the mobile browser, then shared and bought in one flow.
- Compressed the funnel from discovery to virtual try-on to social share to checkout on a single surface.
- Backed the emotional promise with an operational one: same-day delivery on launch purchases.
Creative execution
- Invited Sao Paulo’s runners to take over the city, activating street-running crews so the launch lived in the community, not just on a screen.
- Put Brazilian illustrators into the product story to convey the feel of React foam: soft, light, responsive.
- Designed every touchpoint to be fun, irreverent, and unmistakably local.
Team and collaboration
- Directed creative and technology partners to ship a browser-based AR experience, rare at the time.
- Connected brand, e-commerce, retail, and the running community into one coordinated launch.
What worked
- The Reactive Poster removed the single biggest barrier to branded AR, the app download, and earned awards-season recognition.
- By the launch’s own benchmarks, it became one of the most successful launches in the history of nike.com.br.
What was hard
- Localizing a global idea without diluting it, finding the Brazilian truth inside a worldwide platform.
- Proving that experimental AR commerce could carry a flagship product launch.
