Focus

In 2017, ICNCLST partnered with Nike Football’s global marketing team to redefine the category muse, tonality, and emotional North Star for the brand. The initiative aimed to connect football to culture and design, highlighting the sport’s creativity, spontaneity, and global resonance.

Execution

ICNCLST introduced the concept of “Culture, as Design” to illuminate the parallels between football strategy, equipment, and cultural expression. Through this lens, Ronaldinho was identified as the category’s new muse—a “Warrior Artist” embodying creativity, competition, and global influence. The concept informed Nike’s “Play Free” campaign, which included ATL and BTL activations and featured Ronaldinho’s self-authored emotional letter in the Player’s Tribune, bringing the muse to life across storytelling, brand creative, and copywriting.

Cultural Impact

By positioning Ronaldinho as a cultural and athletic touchstone, the initiative reinforced Nike Football’s ethos of innovation, artistry, and authenticity. The campaign celebrated the intersection of sport, design, and culture, inspiring audiences worldwide and setting a new benchmark for emotional storytelling in football marketing.