Joga Bonito, “play beautiful”, was Nike’s World Cup campaign for 2006 and it resonated across the country with 3 v 3 and 4 v 4 small-sided events popping up all over with players trying to create in their own little corners of the globe. Spirited by the Brazilians and the Portuguese, creative footballers get back to the brilliance and magic of soccer. Never mind the hacks and barbarians fouling and stalling the beautiful game trying to get results at all costs, Joga promotes individuality and ownership of their game by the player.

Nike, led by Rob Smith, came to Black Watch and hosted this event, and it stuck.

“Our kids just loved it. The music, the freedom to play without recourse from a coach,” stated Executive Director Steve Freeman and Joga Enthusiast. “We want to create playing opportunities for our kids to experiment, to challenge themselves internally. We want our kids to own the game, and when that happens, the US will win a World Cup.”