This was a global campaign, which meant the current situation around Branded Entertainment did not apply.

The campaign had no restrictions or regulations imposed on it other than Nike's own branding guidelines.

We created a distinct art-direction fusing football with the aesthetics and attitude of a rock rebel, a style that perfectly expressed Nike’s ‘Risk Everything’ message. We then defined our universal football glossary, and designed emoji and animated stickers to represent each word.

We released Language of Football as a Nike sticker pack in Facebook Messenger and as a native emoji keyboard in the new Nike Football App. The language featured in social content, individual branding for events in 28 countries, and on pitch-sized reactive LED walls. It also featured in retail and on limited edition product.

With the Winners Stays Wall installed in Rio, Berlin, Amsterdam, Mexico City, Shanghai, Madrid, Singapore and Hong Kong, Nike spread its message though Grass Roots football in the most visual and shareable way possible. Around 500 teams played on the courts where their game was elevated and celebrated with the wall. Players shared images captured, highlighting their skills and key moments and audiences shared highlights from the games, which further helped spread the impact of the entire experience.