For teens in Japan, the mobile phone is the most essential communication tool. The idea was to treat sending and receiving mail on the mobile phone as street football, a very close physical sensation. A mail tool, with Web football game function, was provided. Play to win was the concept. The strategic method was to allow the target to experience the brand through this specially developed tool. It was a way to develop viral and relationship marketing through the target segment and their peers. More than 10,000 members registered at nike.jp in less than a two-month period.

The creative idea was a totally new communication design and resulted in a tool that proposed a totally new way to use media. Japan has a unique mobile phone culture, and by fully utilising the "abbreviation culture" of the young mobile phone communication world, a unique graphic design concept evolved. This allowed the brand value of nikefootball to be effectively inserted into the teenage communication arena.

More than 10,000 members registered at nike.jp in less than two months.