Jordan Football: Joga Sinistro

Creative Director

Overview

To launch Jordan Football's Joga Sinistro collection in Brazil, we created Estadio Sinistro, an immersive football experience inspired by the creativity, flair and unpredictability that define Brazilian football culture.

Challenge

Football brands often celebrate performance. Jordan wanted to celebrate expression.

The challenge was to create a launch that felt native to the culture surrounding the game, building credibility within the Brasillian diaspora in the UJ where football is as much about identity, style and creativity as it is results.

Solution

As Creative Director, I led the development of the creative vision, narrative and experience design for Estadio Sinistro.

Working alongside Jordan, local partners and cultural contributors, we transformed a football pitch into a living expression of Joga Sinistro. A space where football, music, creativity and community converged. From shaping the storytelling and invitations to developing activations and cultural programming, every element was designed to embody the spirit of the collection and the culture that inspired it.

Outcome

Estadio Sinistro transformed a product launch into a cultural platform, bringing together players, creators and communities through a shared celebration of football expression.

Year: 2026