The opening of Latin America's largest sports store couldn't be without illustrious guests. Athletes, former players, celebrities, and Flamengo fans in general attended the launch of Fla Concept in Gávea on Monday night, a cocktail reception featuring a choir performance and promotions, ushering in a new era of sports marketing for the club. The megastore is the kickoff of a project in partnership with Olympikus that will culminate in the Flamengo Museum, to be inaugurated on November 15, 2010, the club's 115th anniversary.

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Celebrities in attendance included players Toró, Leonardo Moura, Zé Roberto, David, and Bruno, coach Andrade, three-time state championship captain Fábio Luciano, basketball coach Paulo Chupeta, singer Dudu Nobre, writer and blogger Arthur Muhlenberg, and former players like Nélio and Adílio. Volleyball player Fabi and swimmer Mariana Brochado were also among the attendees. Paulo Chupeta celebrated the space and the sale of basketball jerseys, which hadn't been available with the previous sports equipment supplier.

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"Flamengo has a vast history within Brazilian sport. The club has always produced many great athletes in various sports, and Fla Concept can certainly help maintain and promote all the work that is developed at the club, providing high-quality products to the public, such as the new basketball jersey, which looks very nice," said Chupeta.