New Football News
An expression of Nike’s new global platform, Play New.
In the midst of one of the biggest football tournaments of 2021, Nike launched their first ever reactive series “New Football News” to their 44.2M @nikefootball Instagram followers.
Project
An extension to The Land of New Football - the new global campaign where Nike platforms and encourages everyday footballers to claim ownership over the game - this uniquely positioned, high-paced and all-inclusive weekly Instagram News Show passed the mic to those who don’t usually get the media attention in football and covered the sport in a never before seen way.
This was our opportunity to platform real lovers, players and ambassadors of the sport on one of the biggest online stages. It was refreshing, immersive, energetic, funny and real #PlayNew
Brief
Leading the Cultural Strategy team, we scoured the globe for the most exciting and authentic football related - UGC, Content Creators, Enablers, skills, tricks, players, communities, ambassadors and teams. If it’s to do with football - we had it covered.
Throughout the tournament we commissioned everyday Creators to produce reactive highlights, had kids from around the globe report on their Land of New Football to the rest of the world, heard from game-changing football Enablers in our super-mini doc segment - Goodballers - and had some of the most legendary players from the world stage share their approvals of our especially sourced tricks, skills and goals UGC. All hosted by the G.O.A.T., with bespoke illustrations, snap lenses, stickers and interactive hashtags.
Credits
Agency: Wieden+Kennedy AMS
Digital Strategy Director: Freddie Young, W+K AMS
Creative Director: Gundeep Anand (The Last Stand)
