to be born in Sao Paulo is to react

Whenever Sao Paulo is dull, the paulistano is sassy. Whenever Sao Paulo is grey, paulistanos throw some color. Whenever Sao Paulo isolates, paulistanos get together. Whenever Sao Paulo ages, paulistanos rejuvenate. Whenever Sao Paulo bores, paulistanos get inspired. Whenever Sao Paulo hinders, paulistanos make it possible.

Sometimes, a city like that takes some things away from us: our time, our patience and even our hope. Nike wants people to get it all back from the city. How? Going outdoors, running, playing, taking advantage of what the city has to offer.

That's our payback for Nike SP on Twitter.

Concept: #getyourownback