Nike FootballX- Unearth the crews

For the Spring 2015 launch of Nike FootballX, Nike asked AKQA to create a digital consumer journey that positioned Amsterdam as the birthplace of street football. By bringing together local crews, we helped kick-start the Nike Football App as the go-to platform for setting up pickup games on Amsterdam’s iconic pleintjes.

We created exclusive content for the Nike Football App, spotlighting four legendary street football crews and the pleintjesthey called home. Their stories were teased across digital channels and through influencers, inspiring young footballers to download the app, build their own crews and organize pickup games.

The crew that organized the most games was celebrated by Nike athletes on social media and rewarded with a custom kit and professional photoshoot – giving them the ultimate digital bragging rights.

For this campaign, 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