Our objective was to make Hypervenom one of the most eagerly anticipated boot launches in history and create a truly global activation that excited, educated and inspired football fans the world over across retail, online, out of home and events.

The main challenge we faced was how to launch a new boot in a saturated market place awash with innovation, promises of enhanced performance and marquee player endorsements during a summer with no football taking place.

We staggered the release of the talismanic boot boxes across social, in bespoke mysterious films and photo series featuring different star football players relevant to every territory. Every box featured a touchscreen timer clock all counting down to the moment when, in a unified assault across social platforms worldwide, the star footballers opened the boxes and revealed the boot to the millions of football fans watching online. This simultaneous, star-studded boot unveil sent the media and the global audience into a frenzy and #Hypervenom trended worldwide.

The box was so successful it became a star in its own right. Eclipsed only by the boot itself.

Hypervenom has smashed all Nike Football social records, setting a new benchmark for all future activity.

The pre-launch activity alone reached 12 million on the global Facebook page, while the launch activity saw us achieve 1 million social interactions across all platforms and reach over 9 million fans… all in a single day.