We would create a regular stream of content exclusively for Facebook, to give fans a reason to go there.We would have a dedicated writer/designer/editor team to keep the page constantly updated and to interact with the young footballers who posted there.We would use Facebook as a channel to bring footballers closer to the professional players and coaches they idolise.We would always provide a Nike POV, and never post anything that could be found on any other football website.We would create integrated campaigns with Facebook specific extensions in the creative concept phase, rather than bolt it on later.We would always stay true to our overarching goal of inspiring and enabling footballers to become better players through content, services and product.

From 0 fans to more than 10 million globally in December 2010. During the peak period, World Cup content reached over 1.1 billion impressions globally, and ensured that Nike was the most talked-about brand during the World Cup.

The Nike ‘Write The Future’ TVC went on to become one of the most viewed videos on YouTube, following 5 million fan pre-views on Facebook.

Interactions on the page reached 1.6 million and visits to the Nike Football Facebook pages during the tournament reached 10.9 million. On one of the busiest days, fans had ‘liked’ or commented on Nike posts more than 176,000 times.