NIKE
ALL FOOTBALL
EVERYTHING
To promote the launch of their new Champion League away kits to the German market, global athletics brand Nike teamed up with 11Teamsports, one of Germany’s biggest football retailers. But they still needed help in getting the new jerseys in front of millennials with a passion for football. Through our edgy, mobile-first micro-site, we enabled both brands to achieve their goals.
YEAR
2019
2019
INDUSTRY
Fashion
Fashion
SERVICES
Communications
E-Commerce
E-Commerce
Experience
APPROACH
We wanted this campaign to frame football as a broader cultural phenomenon. After detailed research and ideation, we came up with three ‘topics’ – time, space and lifestyle – to help define potential design directions. Eventually, we settled on “lifestyle,” since it best positioned football as an everyday subject, which extends beyond sport to community, pop culture and streetwear.
SOLUTION
Then we got to work, crafting together a coherent story out of a mix of images, videos and text. After four weeks of close collaboration with both clients’ marketing teams, we conceptualised and developed an immersive shopping experience for the campaign.
VISUALISING THE PHENOMENON
To position football as an all-encompassing phenomenon, we combined and juxtaposed images of famous football players and stadiums with those of rappers and local influencers – evoking the gritty spirit of Berlin streets.
A YOUNG, AUTHENTIC LOOK
After incorporating the client’s brand codes, we enhanced the design with a vibrant rose colour and eye-catching graphics. Opting for a sophisticated yet raw editorial approach, we also edited, modified and remixed the original Nike campaign images.
MOBILE-FIRST UX
After gaining valuable insights into target users, we focused on delivering a mobile-first, shoppable lookbook – which was later adapted for desktop.
AN IMMERSIVE SHOPPING EXPERIENCE
We created a seamless online shopping experience enabling the user to browse hundreds of items without leaving the campaign micro-site. Simple and clutter-free product modals and an easy-to-use navigation further fostered a frictionless user experience.
This campaign inspired thousands of football lovers to create their own style while also driving company sales and generating widespread exposure for local celebrities.
