Netshoes, the country’s largest sports and lifestyle e-commerce, has just launched its new Valentine’s Day campaign. With the motto “for those who understand,” the pieces humorously and modernly celebrate the various types of romantic relationships in today’s scenario, from established couples to flirtations, casual relationships, crushes and even those still in the phase of exchanging glances, “texting buddies,” and “equipment sharers.”
The campaign features numerous internet references, especially those aimed at Generation Z, an audience the brand has increasingly connected with since its new positioning and actions marking its 25th anniversary—to be completed in 2025—such as the “Generation N” concept, a community created by the brand and passionate about sports, regardless of age.
The production lightly explores themes like loneliness, modern relationships, and sports as a bridge for new connections. The film shows people swapping traditional dating apps for group classes. Among the campaign’s “signals” is, for example, the use of blue socks by single runners and flirting while sharing gym equipment.
“The hype of flirting in sports groups was the starting point for creating the campaign, where we play with ‘signals’ related to the theme, like the blue sock itself, which became a symbol especially for singles. From there, we built a narrative that diversely and contemporarily addresses romantic relationships,” says Desirée Bueno, Netshoes’ branding manager. “The result is a film with a youthful rhythm and sharp narration that amplifies the message that ‘for those who understand,’ the perfect gift is on the Netshoes app.”
In addition to the main film, directed by Rodrigo Zanchini from Zanca Films, the marketing actions involve influencers participating in social media conversations. Those chosen for content production are at different stages of their love lives, from married to single. Graciely Junqueira and Gabriel Magela, and Lu Ferreira and Leonardo Horta represent the ‘in a serious relationship’ team, while Júlia Alvarenga and Lucas Amaral champion the singles’ side.
“One of the biggest challenges of this film was finding the right rhythm from the filming set. What’s the speed of each shot? How does the camera move? How will the voiceover be interpreted? What soundtrack 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 sports that result in relationships, all through Netshoes’ perspective, which knows how to gift with sports and style.”
In the promotional area, with the concept “Don’t ignore the signs! The best gift is right in front of you,” Netshoes has prepared a selection of products with discounts of up to 60%, offering various gift options. The items can be checked out at https://www.netshoes.com.br/lst/mi-namorados.
To learn more about the campaign, visit: https://www.instagram.com/reel/DKMzthWIRNg/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Netshoes Run Tour: Singles Sprint
And the ‘big training’ of the Netshoes Run Tour in Rio de Janeiro will be the last call for those still hoping to spend Valentine’s Day with someone. The brand is preparing an activation to heat up the date even more. On June 7, the capital city hosts the event, themed “Singles Sprint”. The ‘big training’ is sponsored by Asics and reinforces the official campaign, inviting singles to swap ‘virtual matches’ for real connections.
In addition to promoting sports, the race kit, sold for R$ 69.90, includes a t-shirt with space for participants to write their social media @, making flirting easier during and, of course, after the workout.
