Connecting to Brazilian Soccer Fans

It's amazing how Nike seems to always be ahead of the game when it comes to making an emotional connection to fans at a very local level.  For Brazilians, the news that Ronaldo was hospitalized last week and may be away from the beautiful game for the next nine months was devastating.  Nike Brazil quickly set up a hotsite allowing fans to post messages, send an SMS or upload a photo to wish him a fast recovery.  I absolutely love the message "Nunca Desista" (never give up) which is a feeling that is so much part of Brazilian culture.  Just brilliant.  

Click here to leave your message to Ronaldo "O Fenomeno"!