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The World: BBDO makes La Boca beautiful for Nike football.
Adidas may sponsor Argentina's Fifa World Cup team, but Nike has targeted its footballing soul. Robin Hicks investigates.
A few months ago, the locals say, a stroll beyond the small tourist beat of La Caminito in the tough Buenos Aires barrio of La Boca would doubtless involve your being relieved of your wallet. But thanks to a project by Nike, a bigger part of the area is now bustling with curious visitors.
The project, dubbed Barrio Bonito (beautiful neighbourhood) by its creator, BBDO Argentina, has seen one of the world's most football-obsessed neighbourhoods transformed to bring Nike's 'joga bonito' strategy to life five days before the World Cup kicks off.
La Boca is home to Argentina's reigning domestic champions, Boca Juniors.
It is the spiritual home of Diego Maradona; a place where fearsome clashes between Boca Juniors fans and …
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