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World Cup buzz builds around Nike #Riskeverything
29/05/2014

You may have seen the recent #RiskEverything campaign from Nike featuring Ronaldo, Rooney and Neymar and their intense journey from local park to global stadium. As part of the wider roll-out Nike asked us to produce a series of bold experiential gladiatorial style football activations in North, South, East and West London.

Our research and insight team Fanatic, interviewed young players across the city. They uncovered urban play rituals that fed Into the creation of a completely authentic tournament experience to drive a deep connection between fans and Nike Football before the World Cup in Brazil.

Hundreds of people turned up to watch 200 players #RiskEverything in ‘five minute max’ games. The first team to concede a goal lost a player and the team who scored the next goal won and winner stayed on. We took over the roofs of multi- story car parks and hi-jacked part of the Emirates stadium to create unique caged pitches across the capital. With iconic branding and an industrial backdrop, Dj’s blasted beats as cam-drones hovered overhead capturing all the action.

We’re ecstatic to be part of the buzz Nike are creating pre World Cup. There’s already been huge coverage with #RiskEverything generating more likes (1.1M) than any other football related pre World Cup campaign. We wish all the future stars of English football the best of luck at the final taking place at Nike’s Phenomenal House! Check out the wrap video here.

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