Since June 12, the world’s attention has turned to Brazil. As a fledgling market increasingly hoping to compete with elite cities in fashion and style, Nike took the opportunity to launch the expansive country’s first ever pop-up shop: Nike 1994. Located in São Paulo’s bustling Vila Madalena neighborhood, Nike 1994 occupies a spot amongst a vibrant crowd of bar-goers and football fans alike within the area. Within its small courtyard and doors, Nike 1994 represents a beautifully constructed space providing a great opportunity to showcase many of Nike’s lifestyle football endeavors to visitors and locals alike. The latter have become increasingly thirsty for knowledge and education within the lifestyle and sneaker worlds.
Taking center stage is the newly launched Nike F.C. concept which aims to bring a premium off-field accompaniment to Nike’s performance arsenal. Elsewhere around the store — which on this evening served as the official Brazilian release of the “Gold Hypervenom” Pack — this season’s releases and regional exclusives from Nike Energy and Nike Sportswear are available alongside two of the American brand’s future football icons, the Magista and the Flyknit Mercurial Superfly IV. Not to be outdone, the top floor includes its own section dedicated to Nike and SOPHNET.’s collaborative F.C.R.B. range. In a final captivating piece within the space, a series of overhead aerial photographs representing football among the favelas and cityscapes of Brazil comes courtesy of DOC Galeria, who’ve captured the intense relationship shared between Brazilians and the game they’ve become synonymous with.
Nike 1994 will remain open from now until August.
Rua Fidalga 274
Vila Madalena, São Paulo
p: (11) 2186-000