Launching at 1,000 locations across Moscow and released on iTunes and YouTube, the track not only quickly became a rallying force for thousands of disenchanted football-obsessed teens, but Moscow’s anthem of the summer, headlining at the tournament finale. Connections to the youth through Nike’s social channels and the rap community through L’One and his ‘crew’ rapidly spread the reach to young, urban Muscovites.

In the 3 week tournament period the track saw over 1.5 million views and downloads and quickly became one of L’One and his label, Black Star’s, most successful tracks ever. As a result, Nike saw tournament sign up of 3,300 players in just two weeks, visits of over a million to the tournament location and 4,000 alone to the L’One live performance at the final. Beyond that a spark of energy and reinvigoration was seen in social channels in the youth that showed their passion and hunger still exists and is alive on the Korobka’s of Moscow.