In the TVCs and cinema commercials the streets are transformed into the playing field. Off-screen, street posters and street press, urban stickers and transit interiors all continued the street vibe. The art direction, typography and icons reflected modern street stencil art, the look being taken through to the website. Most importantly, this is the environment of the football crazy kid. Here, they could interact and play their own Keep The Ball Alive SMS game.

The results were outstanding, with over 72,000 gaming participants and two million hits to watch the TVC online, higher than any Nike campaign from anywhere around the world. Customer service received a record number of calls from people wanting to know when they could view the spots.