Ronaldinho played like no one else, always with a smile on his face, even when destroying defenders. It was clear that he was having fun, ignoring the pressure, and “playing free.” His game was poetry in motion.

That’s why we developed a custom alphabet as joyful and powerful as his game.

The alphabet was used on the Nike campus to welcome Ronaldinho by spelling out “PLAY FREE” across a large banner. The alphabet was also seen around the world at Nike Football’s “drop-ins,” in which Ronaldinho made appearances to play football and bring back the joy of the game.

Kids all around the world took to the alphabet. When Ronaldinho retired, Nike used the alphabet on their Instagram to celebrate the athlete. Jackets, hoodies and shirts using the font were distributed to athletes around the world, and seen on their Instagrams, snapchats and tweets.