Nike knows that football is something greater than just 22 people kicking a ball: it is culture, an obsession and a way to include people in a crew. This narrative is especially true in a city like Milan that is attracting people and communities from all over the country and the world. To celebrate the new vibe of the city Nike is launching the Brothers Of The World campaign, a philosophy that wants to narrate the new vibe of the most dynamic city in Italy in its most active period of the year, Milan Design Week. Nike’s storytelling will deepen on the crossover between football and street culture, all campaign will be articulated in various forms from workshops to exhibitions, short-movies and pick-up games. All these events will be centered on one football’s pivotal element: the jersey, the most iconic symbol of every football fans passion for the game, for their team, for their colors.

 

Brothers of the World video series

 

In a series of short-movies, Nike has asked some of Milan’s most iconic personalities from the world of sport, music and street culture -- Inter’s captain Mauro Icardi, the rapper Sfera Ebbasta, the Slam Jam’s team--  to interpret the expression “Brothers of the World”. We will publish the short movies on nss magazine, every day until the Design Week. Icardi, Sfera and Slam Jam have joined forces with the Swoosh to create exclusive football jerseys that will be available to the consumer for purchase.

 

Design week program

Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 6
Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 5
Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 4

Nike has also created a program in which sport, art, entertainment and culture will merge with each other, in two special locations: the Milanese arts center, Spazio Maiocchi, and the historic football pitch of Via Veglia. Workshops and exhibition will be set up for the occasion from April 18th to April 22nd. The exhibition aims at celebrating the iconicity and continuous evolution of the Nike Football jersey – symbols not only of a football team but a fundamental parts of history. Some of the most famous kits designed by Nike will be presented, from the traditional AS Roma, to the blue night of Paris Saint Germain.

Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 0

 

From 19th to 21st April, Nike will run jersey customization workshops at Spazio Maiocchi. You will be able to personalize your shirt, with some most regarded names in the fashion industry, like Heron Preston, Maria ke Fisherman, and Matthew Williams. The evening of the 19th April will feature "Jerseys of the World" -- a talk with football expert and writer, Tim Small, the creative, Stefano Carloni, and football legend, Marco Materazzi.

 

Via Veglia Football pitch

Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 2
Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 3
Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 0
Nike launches Brothers of the World For the Design Week, Nike try to catch the Milan's new football and cultural vibe with a series short movies and events | Image 1

Nike is a renovation of the famous underground football pitch of Via Veglia in Milan, with the support of No League Social Games. They’ll run daily football Masterclass training by local athletes and trainers from FC Internazionale Milano.

You can participate by registering on here.