Currently, Nike has a brand positioning that tells the world that “It's only crazy until you do it”. In Brazil, we had the challenge to build a journey that would culminate in the FIFA Women's World Cup. To start, we made the first open-air exhibition dedicated exclusively to female players. We chose the most iconic avenue in São Paulo to these women who were silenced throughout the history of Brazilian soccer. These women were called crazy until someone called them genius. From now on we guarantee they will not be unknown players anymore.