Footballverse

Winner of a 2023 Clio Gold Award for Film - Scripted
Winner of a 2023 Clio Gold Award for Visual Effects

This winning entry titled 'Nike FC Presents Footballverse' was entered for Nike by Wieden+Kennedy, Portland. The advertising agency is part of the agency network: Wieden+Kennedy.

Business Challenge
Nike’s World Cup story is full of defining moments etched into the history of Football and there is no bigger moment than this year in Qatar to remind the world that football still matters despite the challenges the globe has faced in recent years and political sentiment and controversies that surround it. We set out to ignite a football revolution to take back the pure joy and ownership of the beautiful game and as this World Cup marks the end of a legendary era of footballers it is also the start of an exciting new one!

Campaign
Ronaldinho put the beautiful in the beautiful game, then, CR7 gave dedication a new meaning and Mbappe proved you can be a legend at 19. Each generation made the game better and it’s time for the next generation to take the pitch! Football is Never Done. The Future is Always Better. You’re Up.

The ‘You’re Up’ platform became the central call to action device of the campaign that reintroduced a new generation of athletes to Nike FC and connected the marketing experience across media channels globally.

In order to launch this platform we launched the campaign with a brilliantly crafted World Cup anthem called Nike FC Presents Footballverse. A multiverse in which legends, past and present, could finally play against each other and settle who is better? Ronaldinho or Mbappe? Or Cristiano Ronaldo or Sam Kerr or Edgar Davids? Or maybe it’s the future? You get the point.

Media and Communications Plan
We rolled out a 6 week plan that began with the global launch of the Footballverse anthem on Social and Broadcast an invitation to join Nike FC and delivered tailored opportunities for footballers and fans to engage with the brand beyond the POS and built a framework around the duration of the World Cup where members got access to exclusive content, product innovations, events, all within the Nike ecosystem of apps. This strategy led to Nike successfully utilizing its own platform to drive business directly with their consumers, its top business priority, and significantly increased nike.com membership across markets.