Capturing the power of the World Cup: AFR meets Martin Lotti, Creative Director of Nike Football
We attended the European launch of the 2014 Brazilian National Team Kit, where David Luiz spoke about his passion for Brazil and their iconic ‘Canarinho’ jersey. We wanted to know more about the Brazil shirt and how leading brands are preparing for the World Cup, so we caught up with Nike Football’s Creative Director Martin Lotti, a man behind a massive project.
AFR: The Brazil shirt is arguably Nike’s most iconic international jersey, so when designing the home kit for the World Cup host, what were the most important characteristics that couldn’t be lost, even when creating a new design?
Martin Lotti: We spent a lot of time traveling in Brazil, absorbing the culture, as well as meeting up with athletes. There were two very clear things that stood out the most: 1) the yellow (the colour of the shirt) and 2) the crest.
In fact, several footballers grabbed the crest and said “this what I’m fighting for. This is the heart and soul.”