Ano 14 – vol. 03 – n. 33/2026
https://doi.org/10.5281/zenodo.19207149
To Nike, Inc.
One Bowerman Drive
Beaverton, Oregon 97005, USA
Subject: Formal Protest and Notice of Consumer and Reputational Concern
Dear Sir or Madam,
I write, in my capacity as a Brazilian citizen and consumer of your products, to formally express my protest and deep concern regarding the recent launch of the Brazilian National Football Team jersey and, in particular, the internal use of the designation “BRASA.”
The justification reportedly presented—namely, that “BRASA” reflects a supposed popular reference among Brazilians to the national team—does not correspond to the historical, cultural, or sporting reality. The Brazilian National Team has been consistently and internationally identified by the abbreviation “BRA,” a designation widely recognized and institutionally consolidated.
It is not the first time that this company appears to have associated its branding decisions with ideological narratives that are external to, and incompatible with, the historical and symbolic identity of the Brazilian National Team. In this context, the introduction of the term “BRASA”—particularly when accompanied by widespread public speculation regarding a potential future adoption of a red kit—raises legitimate concerns as to whether there is an underlying attempt to gradually reshape a national sporting symbol in alignment with specific ideological preferences.
Such an approach, if confirmed, represents a matter of serious concern. The Brazilian National Team is not merely a commercial asset; it constitutes a symbol of national identity, with deep historical and cultural significance. Any attempt—whether direct or indirect—to alter or reinterpret this identity through marketing strategies lacking transparency and authenticity may be perceived as a misrepresentation of cultural heritage and, consequently, as a breach of the trust placed by consumers in your brand.
Furthermore, from a consumer protection perspective, the use of a designation that does not reflect recognized or established terminology may be understood as misleading or, at the very least, as incompatible with the legitimate expectations of consumers who acquire official products associated with national symbols.
It must also be noted that the current public discourse surrounding this matter has already generated reputational implications, both for your company and for the integrity of the symbols involved. In an increasingly interconnected environment, corporate decisions that intersect with national identity and political sensitivities demand a heightened standard of diligence, neutrality, and respect.
In light of the foregoing, I hereby formally:
- Register my protest against the use of the term “BRASA” in association with the Brazilian National Football Team;
- Request clarification regarding the criteria and decision-making process that led to its adoption;
- Urge this company to refrain from any initiative that may be construed as an attempt to ideologically reinterpret or alter symbols of national representation; and
- Reserve my rights, as a consumer, to pursue any appropriate measures should such practices persist or evolve in a manner detrimental to consumer trust and cultural integrity.
This communication is made in good faith and with due respect for the relevance of your company in the global sports industry. It is precisely for this reason that a response consistent with the seriousness of the matter is expected.
Yours faithfully,
José Cláudio Pavão Santana
Brazilian citizen and supporter of the Brazilian National Football Team
