At Netshoes, the largest sports and lifestyle e-commerce site in the country, has just launched its new Valentine’s Day campaign. With the theme ‘for good understanders,’ the pieces celebrate, in a witty and modern way, the various types of romantic relationships in today’s scenario, from acknowledged couples to flirts, hookups, crushes, and even those who are still in the stage of exchanging glances, ‘conversers,’ and ‘equipment swappers.’
The campaign features various internet references, especially those aimed at Generation Z, an audience with which the brand has increasingly connected since its new positioning and the actions that mark the 25 years – completed in 2025 – like the concept of ‘Generation N,’ a community created by the brand and passionate about sports, regardless of age.
The production lightheartedly explores themes such as loneliness, modern relationships, and sports as a bridge to new connections. The film shows people swapping traditional dating apps for group classes. Among the ‘signs’ of the campaign is, for example, the use of blue socks by single runners and also flirting during equipment handovers at the gym.
‘The hype of flirting in sports groups was the starting point in creating the campaign, where we play with the ‘signs’ related to the theme, like the blue sock itself, which has become a symbol especially for singles. From there, we built a narrative that addresses the diverse and current romantic relationships,’ says Desirée Bueno, brand manager at Netshoes. ‘The result was a film with a youthful rhythm and sharp narration that amplifies the message that ‘for good understanders,’ the perfect gift is in the Netshoes app.’
In addition to the main film, signed by the director Rodrigo Zanchini, from Zanca Films, the marketing actions involve the participation of influencers in the conversations generated on social media. Those chosen to produce content are in different stages of their love life, between married and single. Graciely Junqueira and Gabriel Magela and Lu Ferreira and Leonardo Horta are on the ‘in a serious relationship’ team, while Júlia Alvarenga and Lucas Amaral defend the side of singles.
“One of the biggest challenges of this film was finding the right rhythm from the film set. What is the speed of each shot? How does the camera move? How will the voiceover be interpreted? What is the soundtrack that best communicates fashion, Brazil, sports, and Valentine’s Day?” says Rodrigo Zanchini, director at Zanca Films. “The result is an authentic film that deals with the relationship with sports and the sports that result in relationships, all from the Netshoes’ point of view, which knows how to give gifts with sports and style.”
In the promotional area, with the concept ‘Don’t ignore the signs! The best present is right in front of you,’ Netshoes has prepared a selection of products with discounts of up to 60%, with different gift options. The items can be checked at https://www.netshoes.com.br/lst/mi-namorados.
To learn about the campaign, visit: https://www.instagram.com/reel/DKMzthWIRNg/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Netshoes Run Tour: Single’s Sprint
And the “training” of the Netshoes Run Tour, in Rio de Janeiro, will be the last call for those who still hope to spend Valentine’s Day accompanied. The brand is preparing an activation to heat up the date even more, on June 7, the capital of Rio de Janeiro will host the event, which will have as its theme the “Sprint of Singles”. The “training” has Asics as a sponsor and reinforces the official campaign, inviting singles to exchange the “virtual match” for real connections.
In addition to the sports incentive proposal, the race kit, for sale for R$ 69.90, includes a t-shirt with a space for participants to write their social media @, which facilitates flirting during and, of course, after training.
