Nike FootballX- European Winner Stays Final
Every football talent starts on the streets. To celebrate street football culture, Nike Football hosted Winner Stays tournaments across Europe. The competition culminated in the European Winner Stays Final, where each country’s champions battled for the right to call themselves “Kings of the Streets.”
In 2016, the European final took place at Amsterdam’s Gashouder, where local crew Team MAT returned to defend its title. AKQA was asked to develop a digital plan that would build excitement around the event and drive registrations among FOTs – Football-Obsessed Teens.
We created a VIP experience hosted by Dutch international Anwar El Ghazi. Using Nike’s owned channels and those of influencers and media partners, we recruited young football fans to experience the European final alongside Anwar.
A photographer captured the entire experience, giving the participants content they could share—and the ultimate digital bragging rights. This helped generate organic coverage among the target audience without any paid media spend.
For this activation, I:
- Created the digital content plan for influencer and Nike-owned channels
- Developed the photography brief
- Created the social content
- Wrote all social copy
- Wrote authentic Nike Football App stories in both Dutch and English
Client: AKQA
