The World Cup is the biggest stage both for athletes and brands. Just as much as it is a contest on pitch, it is a competition for the eyes of all that watch. For athletes, to reach the pinnacle of sport, you need irrational self belief. Nike’s goal was to uncover their athletes' unique stories and use them to inspire the millions following the World Cup with cogent, disruptive stories.

The content had to also drive business goals by connecting athlete inspiration to product innovation, creating a seamless journey to commerce. While capturing football audience’s attention, Nike set out to convert new members to create long term relationships. We set out to deliver value at every interaction and land Nike's distinctive POV amidst all the noise during the tournament.