Those Russian kids who were lucky enough to progress to the final round of the tournament were sent a digital key via a Nike Football App push notification to their mobile phones. When the kids came to the tournament final at Spartak Moscow’s stadium they used the key to unlock a digitally enabled gateway into the stadium. They took over the stadium; suiting up in the official locker rooms and touring the pitch. The stadium was theirs for that night.

Registration for the tournament filled up in the first 72 hours, as young Russian footballers clamored for a chance to prove their skill and be crowned as Ice Kings. 1,400 kids participated in the tournament, with 70% of them trialing new Nike Football product. Nike Football App downloads in Russia increased by 50%. With a social reach of more than 4.2 million, young Russians held this campaign up as a badge of honour – it changed forever their perception of the football winter break. No longer just a time for pro players to escape to the sun, but a time for street footballers to rule.