Netshoes, the largest sports and lifestyle e-commerce in the country, has just launched its new Valentine's Day campaign. With the slogan "for good understanders," the pieces celebrate, in a humorous and modern way, the various types of romantic relationships in the current scene, from committed couples to flirts and casual encounters.crushesand even those who are still in the phase of exchanging glances, "talking" and "taking turns" with equipment.
The campaign features various references from the internet, especially those aimed at Generation Z, the audience with which the brand has been increasingly connecting since its new positioning and the actions marking its 25th anniversary—celebrated in 2025—as the concept of "Generation N," a community created by the brand and passionate about sports, regardless of age.
The production explores, with lightness, themes such as loneliness, modern relationships, and sports as a bridge to new connections. The film shows people replacing traditional dating apps with group classes. Among the "signs" of the campaign are, for example, the use of blue socks by single runners and also flirting during equipment exchanges at the gym.
"The hype of flirting in sports groups was the starting point for creating the campaign, where we played with the 'signs' related to the theme, such as the blue sock itself, which became a symbol especially for singles. From there, we built a narrative that approached romantic relationships in a diverse and current way," says Desirée Bueno, Netshoes' branding manager. The result was a film with a youthful rhythm and sharp narration that amplifies the message that "for those who understand well," the perfect gift is in the Netshoes app.
In addition to the main film, directed by scene director Rodrigo Zanchini of Zanca Films, the marketing actions involve the participation of influencers in the conversations generated on social media. The chosen ones for content creation are in different stages of their love lives, between married and single. Graciely Junqueira, Gabriel Magela, Lu Ferreira, and Leonardo Horta are on the "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 filming set. What is the speed of each shot? How does the camera move? How will the narration be interpreted? What soundtrack best communicates fashion, Brazil, sports, and Valentine's Day?" says Rodrigo Zanchini, scene 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 Netshoes' perspective, which knows how to gift with sport 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 athttps://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: Singles' Sprint
And the "big 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 together. The brand is preparing an activation to further heat up the date; on June 7th, the Rio de Janeiro capital will host the event, which will have as its theme the"Singles Sprint"The "big train" has Asics as its sponsor and reinforces the official campaign, inviting singles to replace virtual matches with real connections.
In addition to the sports incentive proposal, the running kit, priced at R$ 69.90, includes a t-shirt with a space for participants to write their social media handle, making it easier to flirt during and, of course, after the workout.
