There’s a certain elegance that exists when it comes to Brazilian football. Nike has captured this and placed it in the Phenom House, a special soccer facility in Rio de Janeiro, Brazil.
This distinctive space houses several exhibits. When visitors first enter, they walk in on a yellow carpet representing the colors of the Brazilian National Team. Surrounding the carpet is a tunnel filled with artwork encouraging visitors to “Risk Everything” – Nike’s football campaign that encourages players to risk it all on the pitch.
The first exhibit is a boot gallery that showcases a history of Nike football through their various soccer cleats over the years. This includes a pair of the legendary ’94 Tiempos to the 2014 Magistas. After viewing the display, visitors can try on and test out Nike’s latest boots including the Mercurial Superfly and the Magista. This includes much more than simply slipping the boot on and walking around. Those who trial the Nike boots can compete in agility challenges just like Neymar and Cristiano Ronaldo.
After testing the boots, Phenom House guests can see the home and away kits from all ten Nike nations competing in the 2014 World Cup in Brazil. The mannequins that are displaying the jerseys are posed with one hand over their heart or both hands folded politely behind their back as if the players were in the midst of hearing their national anthem. As visitors continue through, they will stumble upon the Nike F.C. exhibit, a selection that displays the complete Nike F.C. collection. This is Nike’s celebration of football and the passion that comes along with it.
There’s more to the Phenom House than football, however. Brazilian art and culture merges with the sport to make a truly unique experience. Five local artists in Rio were commissioned by Nike to paint a mural showcasing the history of the Brazil kit over the years. In addition to the mural is a photo exhibit of Brazilian players. These photos were taken by a legendary photographer who is internationally known and loved named Platon.
Nike’s Phenom House offers a unique retail experience as well. Fans can log on to the computers that are set up in the House where they can go to Nike.com and unlock special products and services.
Nike’s Vice President of Marketing at Nike do Brasil, Henry Rabello, is quite proud of the Phenom House saying “the Phenom House shows Nike’s commitment to football, Brazil and, most importantly, Rio de Janeiro. We want to provide fans with unforgettable experiences that coincide with the great football moments in Brazil this summer.”
The Phenom House opens on June 7. It will be open every Wednesday and Saturday from 5 p.m. to 11 p.m. throughout the World Cup until July 12. As part of the opening, the Phenom House will play host during the finals of the Batalha das Quadras, a grassroots indoor soccer tournament that is sponsored by Nike.