Nike

#RiskEverything campaign

Football-Obsessed Teens #RiskEverything for Nike

#RiskEverything campaign

Nike’s most successful, global World Cup campaign

In the lead up to the World Cup, Nike needed to capture the attention of its targeted audience, Football Obsessed Teens (FOTs), and beat its competitors as the world’s champion brand for football fans. To do this, Nike launched the global #RiskEverything integrated campaign that would climax with the World Cup.

We needed to bring the #RiskEverything campaign to life with a jaw-dropping experience that celebrated the love of football like never before and made fans feel like the heroes of the sport.

In partnership with BBH, We created a football experience on a 100-meter barge that floated down the Chao Phraya River in Bangkok. The pitch served as host to the final series of matches between Nike’s FC247 and allowed them to “risk everything” in the ultimate competition. Outside the “battle arena” area, we gave spectators the Nike FC lifestyle experience – a combination of activities that gave FOTs the freedom to express their individuality and love of the game, as well as explore Nike’s line of football products.

Impact

15,000 live teen participants

1.5 million social media impressions

3,000 shoe trials

Nike’s most successful, global World Cup campaign

Our primary goal was to create something undeniably cool that would compel fans to share across social channels. #RiskEverything achieved over 1.5 million impressions on social media in Thailand alone.

Services involved