Nike Sportswear Store Sao Paulo

The photo above is of the customizing area at Brazil’s first Nike Sportswear store, which opened on Saturday here in Sao Paulo to an excited crowd. No doubt they were there in part to see super-special guest of honor and returning soccer star Ronaldo doing the honors of opening the doors to the wood-flanked space. BMX demos, b-boys and DJs like Zegon (one-half of NASA) kept the crowd entertained in the plaza in front of the store all afternoon and into the early evening. Inside, people were getting shirts customized with heat-stamped prints. The service that also lets customers pick out other pre-designed prints — like Sao Paulo’s distinctive sidewalk pattern — to build their own unique Dunk or Cortez kicks. While it’s an opportunity for locals to get the most complete current line of Nike Sportswear, it offers travelers from outside of Brazil a chance to get their hands on limited-edition, Brazil-only releases. The shop will host free events from workshops to film showings beginning January.