Kate Ross, creative copywriter, Sydney, Paris, portfolio
For the World Cup 2023, Nike wanted to change the narrative from 'women's football' to 'football', attract a Gen Z audience and turn Nike athletes into icons.
We turned to social, pushing out responsive content in real time that celebrated game highlights. As events on the pitch unfolded and pivoted, so did we, ensuring we stayed relevant, whatever the state of play.
An added challenge? Nike wasn't an official FIFA sponsor, so we couldn't use any distinguishable language or assets from the tournament – even the words 'World Cup'.
Delivering against 64 games, rolled out across Instagram, push notifications, Nike App and Twitter, as well as bespoke local social platforms. Breaking engagement records across all social platforms and engaging more women in Nike FC than ever before.
followers in 30 days – Nike's biggest jump, ever
engagement rate on social in 30 days
social followers now Gen Z