Campaign: What the Football
Brand: Nike
Agency: Wieden+Kennedy
Why the campaign rocks:
In the dynamic realm of advertising, where creativity meets strategy, Nike’s “What The Football” campaign, launched ahead of the ninth Women’s World Cup in 2023, stands out as a masterclass in effective sports marketing. It is a compelling case study in how to capture the spirit of a sport.
Nike’s campaign takes us back to a seminal moment in women’s soccer—Brandi Chastain’s iconic penalty kick that secured the US Women’s National Team victory in the 1999 World Cup. This serves as a powerful emotional anchor, reminding viewers of the time when many first fell in love with women’s soccer. Nike taps into the collective memory of its audience, creating an immediate connection.
What sets the campaign apart is its celebration of diverse player personalities and playing styles. Wieden+Kennedy’s ability to blend high-energy visuals with personal storytelling ensures the campaign is captivating. Its strategic timing, right before the Women’s World Cup, maximises its impact. It is a stellar example of effective sports advertising.