In March 2018, specifically during International Women's Week, we had an opportunity to contextualize the line 'It's Only Crazy Until We Do It' in Brazil's reality. So, we faced the challenge of building a journey that would culminate in the FIFA Women's World Cup. To start, we created the first open-air exhibition dedicated exclusively to female players. We chose the most iconic avenue in São Paulo for these women who had been silenced throughout the history of Brazilian soccer. These women were called crazy until someone called them geniuses. From now on, we guarantee they will not be unknown players anymore.