With this summer’s football World Cup fast approaching, Nike Sportswear are commemorating the beautiful game with a series of events ingrained in Brazilian culture.

As part of this they’ve teamed up with Brazilian street artist Nunca to create an alternative national team kit and flip the script on traditional design. His graffiti based designs, a direct reflection of the “Pixcao” tagging style found on the walls of Sao Paulo (where Nunca started his career at 12 years old) features the angular handwriting of the street, an eye like Brazilian flag and five symbolic stars representing Brazil’s historic World Cup wins.

As well as an alternative England range designed by James Jarvis, there are further collections for France, USA, South Africa and the Netherlands. Each contains an N98 jacket, AW77 hoody, polo shirt and short, tee and footwear coordinated with the apparel.

Coinciding with the launch of the Nunca x Nike Sportswear World Cup collabo, director Daren Bartlett has committed his long lasting love for Brazil to film with the unveiling of a feature length documentary that explores the country’s Cadência – its rhythm and true spirit; its cadence.

The award winning director looks at the unifying effects of Rio’s sports and cultures

through its people, passions and traditions in what is a definitive masterpiece.

Cadência will be screened at Nike’s 1948 space in east London from now until 25 April 2010, where the film is elevated within an immersive exhibition at the store. An exclusive 5.1 Surround Sound installation by David Kennedy will introduce the sensory Brazilian experience, and an exhibition of Jiwon Park’s original art stills will provide an insight into her unique creative process. Stills from the documentary will be showcased alongside an epic, large-scale video installation, which will form the dominant visual centre point.

Nike 1948, Arches 477 – 478, Bateman’s Row, Shoreditch, London, EC2 3HH

Nikesportswear.com

Tags: Fashion, Nike