NIKE FOOTBALLVERSE

During the World Cup, transport young football fans inside Nike's anthem to experience an entire multiverse of games, product, athletes and activity. 

Concept / AR / Activation / Digital / Guerrilla

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In celebration of the 2022 World Cup, Nike was developing their "Nike FC Presents: The Footballverse" anthem spot. Beyond the film, the brand had a series of activations ready to engage football fans worldwide: retail events, video game tie-ins, NFT drops, Roblox experiences, and customizable boots and apparel.

What Nike didn’t have was a robust media spend, strategy or full Geo adoption, so their mind-bending story and suite of activations risked being lost in the noise of the world’s biggest sporting event.

SOLUTION

My team and I created an AR experience that transported young football fans into Nike's Footballverse, immersing them in the entire story, not just the anthem. From the inside.

For fans, it was like the spot broke right through the fourth wall and into reality. Portals to the footballverse appeared all over the world, overnight, in places where fans gather IRL, online and via social. Point your phone camera at the right posting and you can jump into the same metaverse as Mbappé, Ronaldo (two of them), Sam Kerr and more of Nike’s football legends. And you also got to watch the full anthem, from inside the anthem 🤯.

We pushed the boundaries beyond Nike's expectations, not only amplifying the anthem's reach but also seamlessly connecting football fans to Nike's comprehensive tournament programming. Aligning with Gen Z expectations, we turned what would have been a passive viewing experience into an active engagement that kept them online, in our world, longer than ever, and brought them back for more during the month of the tournament.

DUBAI SOCIAL INVITE

For local markets going above and beyond to activate the Footballverse, like Dubai, we delivered tailored social assets to invite fans inside.

RESULTS

This work had to happen extremely quickly - the anthem was delayed, the media plan was cut and the World Cup wasn’t going to move for our sakes. We were the only team with deep enough experience of the brand, its vision and its ecosystem, along with an ability and desire to pair innovative tech solutions to that experience.

The results proved it was the right move. Nearly 500,000 visitors spending almost ten minutes per session, from every part of the football-loving globe.