Samba style: Sports brand plays film director

Rio de Janeiro – Sportswear brand Nike and independent film producer Bantam films have collaborated to produce a documentary.

The film’s title, Cadência, comes from the word ‘cadence’, meaning ‘rhythm’, and the production explores the people, passions and traditions of Brazil, from football to traditional kite culture.

‘I feel that the generosity, attention and care the Brazilian people have shown me is reflected in the work I produce about their lives and their cultures,’ says director Daren Bartlett.

The film features commentary from academics, artists and footballers such as Arsenal’s Denílson, as well as an original score by David Kennedy, aka Ramadanman, co-founder of the Hessle Audio label, in collaboration with film and tv composer Adrian Corker.

Nike’s venture into film is an example of the ways in which brands are moving from creating products to curating and developing media content, a theme explored further in Brandtocracies.