We told Cesc’s story in a way that allowed fans to consume it in the channels they live by: online, mobile and with the opportunity to be part of a rich, live brand experience. We built anticipation for the show by creating virals which were released as teasers to the forthcoming live show. In addition, we recruited Cesc fans at Arsenal’s Emirates stadium.Instead of straight interviews, ‘Nike Live’ delivered an alternative view of the player, bringing together the worlds of football and entertainment to bring to life the inspirations and influences that made him the player he is today. We built a genuine platform for fans to gain insight into Cesc the athlete and the man beyond match day.The high energy, one-hour showpiece shot in front of a studio audience, used mixed media consisting of live interviews, football stunts and pre-shot VT sequences.

Nike Live created a huge buzz with Cesc fans on and off line. At the event itself, fans queued for hours to be the first into the studio for the filming, all hoping for a good view of Cesc.Online, we made show content available to our audience where, when and how they wanted it, in the process clocking up over 2 million unique views.

The ‘I want my own show’ and ‘Fire’ launch virals accumulated over 1.6m hits across YouTube and other video sites, whilst views of the show content on NikeFootball.com itself hit 400,000.

Following the success of The Cesc Fabregas Show in the UK, Nike Live has been extended across Europe with the launch of the Franck Ribery and Fabio Cannavaro Shows. Nike Live continues to revolutionize the way Nike uses its athletes.