Campaign details

Brand: Nike
Lead Agency: Mindshare China
Region: APAC

Objective

Inspire and enable young Chinese footballers to fulfill their footballing potential during the most competitive time in the football media calendar: The FIFA Football World Cup.

Target Audience

Young footballers aged 15-25 years in China. Dedicated to the game, hungry for recognition.

Consumer insight: Every young footballer dreams of being able to share their best on-pitch moments with their mates.

Over 40% of post-95s in China love expressing themselves on social media. Amazing moments happen for amateur footballers in every game, but unlike professional footballers on TV, they are gone in a flash.

How could we command attention from young Chinese footballers during a tournament when their team was not playing? And how could we make them better, more confident players for the future?