"Joga Bonito" or "play beautifully" in Portuguese, is the "movement"-like campaign created by W+K/Amsterdam in conjunction with the 2006 World Cup. The TV component features a series of spots starring spokesplayer Eric Cantona, who reminds the audience that soccer is about "skills, heart, honor, joy, team spirit" and encourages them to bring all those aspects back to the game and "play beautiful." Another key aspect of the campaign is an exclusive online community called joga.com. A team effort on the part of Nike and Google, the site is a free forum for aficionados of the world's most popular sport to share photos and video clips, create personal websites and access profiles of Nike-sponsored athletes like Brazilian star Ronaldino and U.S. phenom Freddy Adu. It bears some similarities to existing social networking sites like MySpace.com and Orkut.com, though Joga features a singular focus on one particular passion of a community of members., Nike, which provides all of the site's content (Google handles the technical duties) and says that that Joga.com isn't a glorified online advertisement for the ubiquitous swoosh, but a truly an open, self-sustaining community dedicated to the love of all things soccer.
Nike also created the joga.com companion
, a Mozilla Firefox extension that allows the user to customize their Firefox browsers with Joga-themed art and also provides a sidebar with game information, links to Joga TV videos and communities on Joga.com; it also has an option for live game information with pop-ups giving important updates.
Nike also conceived the Joga3 tournament to help introduce the campaign and as a run-up to World Cup. Hosted in 39 different countries, the tournament was comprised of several different three-minute matches of a three-on-three game inspired by futsal. Regional winners went on to national matches to play for a trip to the world final in Brazil.