Nike: Women’s World Cup 2023
R/GA
Nike had a single goal for the 2023 Women’s World Cup: turn these iconic players into household names. But how do we do that? Fandom.
Football fans are known for their passion. So we gave them something to be passionate about. Tapping into the stories behind the players, their Federation, and their jersey, we weaved a narrative that united fans in their love of their country.
The Problem was…
Nike was not an official sponsor of the WWC23, so any brand buzz had to be generated organically. That’s where size came into it.
We brought 13 Federation campaigns to millions of viewers across the world with 110 Nike-owned deliverables and 60 pieces of paid content (all without mentioning the words ‘Women’s World Cup’ once). On TikTok, Nike’s priority channel for Gen-Z, our content contributed to increasing the brand’s engaged audience by 172%. The sheer volume of this campaign kept Nike front-and-center during one of the biggest sporting moments in history.
The ResultS
The Nike National Team Kits achieved record sales and our campaign contributed to double digit growth for Nike Football.
