With the goal of strengthening its connection with football fans during the FIFA World Cup, Netshoes has invested in in-person experiences by creating its own branded bar circuit in São Paulo. The strategy was developed and executed by Macunaíma.ag, a brand experience agency, in partnership with Gira Agency, transforming five venues across the city into official fan hubs throughout the tournament.
The project includes activations at Orfeu, Seu Justino, Juarez, Posto 6, and Beleléu, creating an integrated journey that combines entertainment, engagement, and brand presence during one of the most emotionally significant moments for Brazilians.
The initiative was designed to take Netshoes beyond digital environments, embedding the brand into the collective ritual of watching matches in bars and social gathering spaces. To achieve this, Macunaíma.ag and Gira developed a series of proprietary experiences that turn the venues into true extensions of the brand’s campaign throughout the tournament.
“The FIFA World Cup is one of the few events capable of bringing millions of people together around a shared passion. Our strategy was to transform that energy into memorable experiences, creating meaningful touchpoints between the brand and consumers in environments where emotions naturally unfold,” said João Felipe Villanova, CEO of Macunaíma.ag.
Among the initiatives is the creation of the “Carteirinha do Torcedor Raiz” (“True Fan Pass”), a program that encourages visitors to explore different bars within the circuit, collect experiences, and redeem their participation for exclusive Netshoes gifts. Giveaway items include phone lanyards, socks, keychains, stickers, and mini cameras inspired by the world of football.
Another highlight is the “Quiz da Seleção” (“National Team Quiz”), a gamified activation featuring questions and trivia about the FIFA World Cup, football history, and the Brazilian National Team. The experience is designed to boost audience interaction during match breaks and social moments between games.
In addition to the interactive experiences, Macunaíma.ag and Gira were responsible for the complete visual transformation of the venues, creating a unified identity for the circuit. The project includes custom TV frames and broadcast panels, exclusive visual communication materials, coasters, personalized Brazilian-style glasses, buckets, bottle holders, wind banners, decorative barrels, and themed cocktail tables, extending the brand’s presence across every consumer touchpoint throughout the experience.
