Nike Women’s World Cup
Command CentreClient
Nike
Designed at
R/GA
Role
Designer
Nike wanted to show up big at the ‘23 World Cup. Not only did they want to increase their content velocity, they wanted to create household names of the key athletes competing in the tournament, because beyond players like Sam Kerr and Megan Rapinoe, recognition for these athletes was almost non-existent. They also want to own Share of Voice throughout the tournament and cultivate the Nike audience, particularly among Gen Z. And they wanted to do all this with one key caveat: Nike wasn’t an official sponsor and couldn’t so much as utter the word ‘World Cup’.
To achieve this, we needed to think a little differently. To create an activation that did more than just draw a glance from our audience, but took the tournament to them. That put them on Her level, in the heat of the moment, at the pulse of the tournament.