In the summer of 2021, the news cycle around football was anything but positive: racism, online hate, unequal pay…the list goes on.

So, during the EUROS, the biggest tournament of the year, we created the Land of New Football as a way to shine light on those playing the game for the better. And in doing so, inspire the next generation, bring communities together, and showcase the positive impact of this beautiful game.

To bring the Land Of New Football to life, Nike launched New Football News.

Our planet’s first weekly reactive and inclusive football news show entirely on Instagram Stories.

Each episode featuring UGC found across social platforms and bespoke animation and content from more than 35 creators from around the globe.

All to give young ballers a platform to change the face of football - and make it look more like themselves.

New Football News was our way to cover football news from pitches all across the world, not just in Europe.

To pull this off, we brought together a team of researchers and football fanatics to scrub social platforms like Instagram, 24/7, for football content from that week to be included in each episode.

That way, what our audience saw, was as current and relevant to them as all the rest of what they would come across online.

Every Friday, without fail, we dropped a new episode of more than two minutes of fresh football content over 12 IG Stories.

Over the tournament we had a team, 24/7, searching, watching animating, editing, and crafting each installment from scratch.

Every Monday we would start fresh and by Friday we would have 2+ minutes of content finished, approved by a global chain of clients and ready to be aired for all of @nikefootball’s 41 million followers.

- 74% completion rate

- 3x higher engagement rate than benchmark

- 936k organic impressions

- In the end, we gave young footballers a platform to change the face of football - and make it look more like themselves.