Tipo-A Project – Empowering Local Entrepreneurs in Salvador, Brazil

The “Tipo A” enterprise, whose name was originally chosen as a symbol of excellence, began as an innovative initiative to support local entrepreneurs during the 2014 FIFA World Cup. Based in Pelourinho, Salvador’s Historic Center, the project gave small business owners the opportunity to actively participate in the economic growth generated by the influx of tourism during the global event. Tipo-A also served as an international exchange opportunity between youth from marginalized communities of the USA and Brazil. The initial staff and interns were high school and college students from the USA and Brazil who successfully sourced authentic world cup and clothing products (team jerseys, apparel, accessories, sandals) from Asia and imported them into Brazil for the event.

Operating as a retail store, Tipo-A sold team jerseys, apparel, and other football-related merchandise. During the World Cup period, the shop achieved impressive results, generating a daily revenue of between R$10,000 and R$20,000. Profits were then reinvested into other community-based ventures, ensuring the project’s positive impact continued beyond the tournament. More than a retail venture, Tipo-A was designed to generate employment and empower local talent. 

The retail store remained active for approximately two years after the World Cup until its founder AfroJhow later relocated to Switzerland. Tipo-A still exist as a business importing goods from overseas and facilitating quality sourced international goods for sale (wholesale and retail) in Brazil. The visionary behind Tipo A is Afrojo, a respected cultural figure from Salvador, son of Negrajo, also well-known in the local community. Both are native to Pelourinho and continue to represent the area’s spirit of creativity, resilience, and entrepreneurship. The essence of Tipo A — a vibrant retail initiative that brought together culture and sport to create opportunity- showcases the creativity, entrepreneurial drive, and resilience of Salvador’s people.