Nike Football – Launch Dutch National Team kit

For the Spring 2015 launch of the Netherlands national team away kit, our mission was simple: re-energize FOTs – Football-Obsessed Teens – around the team and drive Nike membership through the Nike Football App. After a disappointing run of results, it was time to reignite the fire.

AKQA was asked to build online buzz and awareness around the new kit. We developed a digital plan spanning Nike Football’s social channels, Nike.com, the Nike Football App and the channels of athletes, influencers and media partners.

The campaign centered on three key moments: the communications launch, retail launch and on-pitch debut. Gregory van der Wiel served as the lead athlete. Having fought his way back into the national team, he embodied the campaign proposition: “Dial Up the Hunger.”

For this launch, I:

• Created the digital content plan for Nike-owned, influencer and athlete channels
• Wrote authentic Nike Football App stories in both English and Dutch
• Created the social posts and wrote the accompanying copy for Nike-owned, influencer and athlete channel

Client: AKQA