REIMAGINING INNOVATION STORYTELLING
EXCLUSIVE ACCESS. POWERED BY NIKE. DELIVERED BY 11TEAMSPORTS. FOR THE LAUNCH OF THE NEW AIR ZOOM MERCURIAL, NIKE PROVIDED US AT 11TEAMSPORTS WITH A UNIQUE OPPORTUNITY: TO BE ONE OF THE FIRST PARTNERS TO REIMAGINE INNOVATION STORYTELLING BY CREATING OUR OWN CONTENT PLATFORM — WHILE REWARDING OUR MOST LOYAL NIKE CONSUMERS WITH EXCLUSIVE, BEHIND-THE-SCENES ACCESS.
THIS WASN’T JUST A CAMPAIGN — IT WAS A CHANCE TO CONNECT DIRECTLY WITH OUR CORE COMMUNITY, DEEPEN THEIR RELATIONSHIP WITH THE MERCURIAL FRANCHISE, AND PLACE THEM AT THE HEART OF THE NIKE INNOVATION PROCESS.
AT THE OLYMPIASTADION BERLIN, WE HOSTED A ONE-OF-A-KIND EVENT WHERE NIKE ATHLETES, DESIGNERS, AND PRODUCT LEADS SHARED INSIGHTS INTO THE CREATION OF THE AIR ZOOM MERCURIAL. IN RETURN, WE INVITED OUR MOST LOYAL NIKE MEMBERS — HANDPICKED BY 11TEAMSPORTS — TO EXPERIENCE THE PRODUCT FIRST, ON AND OFF THE PITCH.
ONE DAY. TWO HALVES.
AIR – A NIKE-LED PRODUCT DEEP DIVE UNPACKING THE SPEED-DRIVEN INNOVATION BEHIND THE BOOT
SPEED – A FULL PRODUCT TRIAL EXPERIENCE, GIVING CONSUMERS THE CHANCE TO TEST THE BOOTS ON THE FIELD
BUT BEYOND THE OFFICIAL PROGRAM, WE WERE ALSO GIVEN 15–20 MINUTES WITH EACH NIKE ATHLETE TO CREATE EXCLUSIVE LAUNCH CONTENT TAILORED FOR OUR CHANNELS — A TRUE CREATIVE LUXURY IN TODAY’S FAST-PACED MEDIA ENVIRONMENT.
WITH ALPHONSO DAVIES, WE LAUNCHED THE HEAT THE BEAT CHALLENGE — WHICH BECAME OUR MOST-VIEWED VIDEO OF 2022 WITH 1.6 MILLION VIEWS, AND SET A NEW BENCHMARK FOR PERFORMANCE-DRIVEN CONTENT ON OUR PLATFORMS. WATCH HERE
WITH THIS EXCLUSIVE INITIATIVE, NIKE ENTRUSTED 11TEAMSPORTS TO BE MORE THAN JUST A RETAIL PARTNER — THEY GAVE US THE PLATFORM TO TELL OUR OWN STORY, CONNECT OUR COMMUNITY WITH NIKE’S FASTEST ATHLETES, AND DELIVER A LOYALTY EXPERIENCE THAT REDEFINES WHAT ACCESS TRULY MEANS.
A DAY BUILT AROUND THREE CORE IDEAS:
- CONNECT: BRING CONSUMERS CLOSER TO THE ATHLETES AND STORIES BEHIND THE MERCURIAL
- INFORM: SHARE IN-DEPTH KNOWLEDGE AND NIKE’S DESIGN PERSPECTIVE
- TRY: LET LOYAL FANS BE THE FIRST TO FEEL THE INNOVATION — ON FOOT, IN MOTION
TOGETHER WITH NIKE, WE DIDN’T JUST LAUNCH A BOOT. WE LAUNCHED A NEW WAY TO EXPERIENCE INNOVATION.
CREW
11teamsports
BRAND: Nike Football EMEA
CONTENT LEAD: Nelson Ndongala
PHOTOGRAPHY: Berat
VIDEO: Justin Grey
TALENT: Jamal Musiala, Leroy Sané, Alphonso Davies