In recent years, Rocinha has moved beyond appearing only in films, news reports, and stereotypes. Today, Brazil's largest favela is becoming the setting for advertising campaigns, fashion editorials, audiovisual productions, and viral content that reaches millions of people worldwide.

And one of the biggest signs of this transformation was Nike's use of Rio de Janeiro—and all the cultural aesthetics linked to the streets, football, and urban energy—as part of its recent campaigns.

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Rocinha has become a symbol of global urban culture.

Football, the streets, and Brazilian identity

Nike's connection with Brazil has always been linked to the culture of street football, creativity, and Brazilian joy.

In recent campaigns for the 2026 World Cup, Nike reinforced this idea of ​​"Play Beautifully," using urban, cultural, and popular elements to represent the Brazilian spirit.

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And it's impossible to talk about street football, creativity, and Rio de Janeiro's urban culture without mentioning Rocinha.

The community perfectly represents that mix of sport, art, music, and real life that global brands look for when they want to create authentic campaigns connected with the new generation.

The Favela United Tour and the real Rocinha experience.

Top rated by 300+ clients

★★★★★

At Favela United Tour, we believe that getting to know Rocinha goes far beyond taking photos.

Our tours are led by local guides who were born and raised in the community, providing a human, safe, and authentic experience for visitors from all over the world.

More than just tourism, we create cultural connections and help visitors see Rocinha in a completely different way.

🌍 Local culture
🏍️ Optional motorcycle taxi
📸 Incredible views
❤️ Real social impact
🎶 Authentic experience in the heart of Rocinha

We don't showcase the favela as an attraction.
We present Rocinha through the eyes of those who live there.