NIKE
FOOTBALL X

CLIENT: NIKE

DISCIPLINES: ART DIRECTION, DESIGN

How do you get people hype about a new shoe release without advertising? By proving actions speak louder than words.

We launched Nike's Football X boots in a way that gained both sport and street cred. Capitalising on the emerging five-a-side football movement, we invited football obsessed influencers with backgrounds in sport, arts, music, and fashion to create a one-night-only, fully immersive experience. Matches were played in three custom-built soccer fields in Melbourne – a concrete warehouse, Chinatown and a CBD rooftop. Influencers captured and shared content through their extensive social network.

From there, we invited the public to play tournaments over two weekends, gaining traction from local media and putting Football X in front of Australia’s most passionate players in the most genuine and credible way.