HIJACKING STREET FOOTBALL TO TARGET FOOTBALL OBSESSED TEENS
To get more love from ‘Football Obsessed Teen’ audiences in the run up to the World Cup and support the brand’s global #RiskEverything campaign, Nike needed a daring approach. Playing on the territorial nature of street football in London, we spent time getting to know the youth players and young communities in each borough to understand the urban rituals.
We used these insights to create a concept that supported Nike’s global campaign, as we hijacked high-profile rooftops across the city to create unique caged pitches and host a completely authentic “Winner Stays’” youth tournament. The live tournament events were enhanced with iconic branding, epic backdrops and specially selected DJ’s to elevate the tournaments beyond just four-a-side urban matches and create shareable content and experiences for all involved. Capturing all this action from above, remote controlled drone cams hovered over rooftops recording live moments which FOTS later shared across social media.
“Winner Stays” was Nike UK's largest football activation. #RiskEverything created more social noise than any other football related pre-World Cup campaign, connecting with thousands of 13-19 year-old Football Obsessed Teens. Today our relationship remains strong as we look to activate Nike’s sponsorship across key Premier League football clubs.