Neymar Embraces His Legend Status and Turns His Life Into an Interactive Experience
Trophies, jerseys, memories and football in the first person. Still active, Neymar already lives as a global brand… and his story can now be explored step by step.
An exhibition that turns a career into an experience
Still active as a professional footballer, Neymar is already being showcased as a true legend of the game. The Brazilian star headlines an interactive exhibition about his life and career that has attracted around 10,000 visitors in just one month at the historic Pacaembu Stadium in São Paulo. The next goal is clear: to take the exhibition to different parts of the world.
Titled “Neymar Jr. – A Giant by His Own Nature”, the exhibition references a verse from Brazil’s national anthem — a phrase the player has tattooed on his chest alongside the number 10. The showcase brings together around 65 personal items from Neymar’s collection, including trophies, jerseys, photographs and objects that marked key moments in his career.
Football, brands and action on the pitch
Through NR Sports, the company that manages his image and recently acquired the rights to the Pelé brand, the current Santos player has driven a project that goes far beyond a traditional exhibition. Visitors don’t just observe memorabilia — they get to live Neymar’s football.
Fans can put on boots, step onto the Pacaembu pitch and recreate some of his most iconic moves. Guided by monitors, attendees take free kicks with a wall, shoot penalties against a goalkeeper and practice dribbling, in an experience supported by brands such as Puma, Red Bull and Pley by Ney. The full experience costs around $25, with discounted prices for children.
A global brand with a special bond to children
According to Felipe Giocondo, partner at event agency Plan.E, which designed and structured the exhibition, Neymar remains a figure with enormous global reach.
“He’s a global brand with roots everywhere. We hope this project can last for many years and travel to many different countries,” he told EFE.
Part of that appeal, he adds, lies in Neymar’s connection with younger audiences. Despite recent injuries and not being at his peak on the pitch, the Brazilian maintains strong media appeal thanks to his authenticity, his presence on social media and his relationship with children.
A symbolic closing… and one goal still ahead
The exhibition, which opened on January 3, will close this chapter in São Paulo before beginning a tour across Latin America, Europe and Saudi Arabia. Part of the proceeds will go toward social initiatives run by the Neymar Institute, focused on children in vulnerable situations.
Meanwhile, Neymar continues his physical recovery ahead of a new season with Santos, with one clear objective on the horizon: competing in what could be the final World Cup of his career. On and off the pitch, his story is already being told as that of a legend still in the making.
