Development of a name and logo for an initiative by Nike Football appealing for more respect and tolerance in stadiums. Kick off: A press conference in Berlin’s Niketown to mark the EURO 2012 qualifying match between Germany and Turkey in October 2010.

A tournament series named “3on3 – Only The Strongest Survive”. The launch event took place in an abandoned car park in downtown Munich, with a turf lawn in the centre and spiral ramps for terraces. 30 teams were able to sign for the first 3on3, design their own jerseys and exclusively test a recently launched boot series. The matches were all played at night – with a knockout system, 3 against 3. Until only one team was left standing – the strongest in the city.The campaign was launched via Facebook exclusively. Through this channel, teams were activated and the conversation fueled, with postings, teaser videos and direct dialogue between brand and fan.

In the span of the campaign, 375,000 internet users viewed the call-to-action on YouTube and Facebook. In the week the the promotion, 2,000 messages were save on the chip, over 7,000 clicks were counted on the "like" button, and over 4,000 comments were registered. Within the time of the activation, Nike Football Germany generated 70,000 new fans as well as 365,000 new fans for Mesut Oezil. The campaign was reported about in hundreds of forums, blogs and magazines.