Nike World Cup
Nike world cup 2023
In 2023, Nike set out to re-imagine what victory looks like by elevating the women in football who were changing the game. The goal? Turn 11 athletes into household names during the World Cup.
Making icons is no easy feat, but in 2023 these athletes were breaking records left and right. If you looked away for a second, you’d miss something incredible. All we had to do was create the wrapper for their on-pitch feats that made you say, “What the…FOOTBALL.
ATHLETE FILMS
Rather than lead with a traditional single anthem model, we flipped the script and went all in on 5 individual athlete films that hero’d the on-pitch performance and personality of Sam Kerr, Sophia Smith, Ada Hegerberg, Debinha, and Wang Shuang. Each big idea came from individual athlete insight sessions, allowing the films to be purposefully unique and highlight why the world needed to stop and pay attention.
OOH
We made athletes larger-than -life with custom headlines and typography that tied to the genre of their film.
“what the football” COLLECTIVE ANTHEM
A slippery banana peel. A 24-year nap. And a fever dream full of football’s greatest athletes. This is football in 2023—it’s a great day to be awake.
Flooding digital
To keep the momentum going, we filled feeds like these athletes fill stadiums. From the Nike App to TikTok to gifs and beyond, our athletes were everywhere featured with bespoke content.
RESULTS AND RECEPTION
TEAM
Nike Team: Andy Whiteside, Bill Magginis, Janine Engel, Miko Cowan, Rachel Boucher, Trelawny Davis, Jonnie Ritchie
Agency Partner: Wieden + Kennedy
