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Nike Football
My Time Is Now

RAN IN: Poland, United Kingdom, Brazil, China

CLIENT
Nike, Inc.

Ed Elworthy - Head, Brand Comm., Global Football

AGENCY
Wieden+Kennedy *Lead Agency

Graeme Douglas - Planning Director, Interactive Creative Lead
Scott Dungate - Interactive Creative Lead
Ryan Fisher - Acct. Director
Stuart Harkness - Creative Director
Oscar Powell - Planner


Mindshare

Oliver Joyce - Partner
Ivor van Maaren - Acct. Director


AKQA

Duan Evans - Executive Creative Director
Geoff Northcott - International Client Partner


SUMMARY

In 2012, with competition against its chief rival fiercer than ever, Nike circumnavigated the battle for share of voice in the global football conversation by focusing instead on share of engagement. My Time Is Now consistently challenged and rewarded the hunger of Nike's core football consumer, and became the biggest mass participation event the brand has ever inspired both online and off. In doing so, it redefined what a football campaign could be, protected the brand's position in key global markets and drove double-digit growth for the category.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, OOH, Events, Consumer Involvement

Audience: New Audience, Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Multinational

Language: English