Nike Football speaks to a global audience of football fans. As a result, we primarily use online channels that have scale and freedom from restrictions and regulations.

When Nike Football integrated with broadcasters we attempted to blur the line between our content and editorial by creating content that was engaging and entertaining and that the TV presenters would want to interact with.

On the day before the tournament, we launched the 5-minute Last Game film, delivering 210m views orchestrated across the globe on Social, TV, Digital and X-Box.

Risk Everything instantly became the rally cry for the tournament.

Once the POV was established, we created custom animated content and deployed it in real-time across platforms and via unique partnerships for the 26 days of the tournament.

TV spots around the games were connected to real-time content across social and digital platforms.

The secret weapon of our media strategy was designing placements to deliver stories in “real-time” across the globe instantly.

Nike Football gained 6.2m additional followers on social channels during the campaign.

Nike’s marketshare of football footwear increased 5 percentage points year on year.