Campaign details

Brand: Nike
Brand owner: Nike
Agency: Mindshare China
Country: China
Industry: Sportswear
Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Social media, Television
Budget: 3-5 million

Executive summary

Chinese football is in a slump, and China was not at the FIFA World Cup tournament... again. Young footballers who are dedicated to the game are consistently left unmotivated, with a lack of confidence to express themselves on the pitch.

In every amateur game, there are amazing moments that these young footballers achieve, but unlike professionals whose every move get recorded on camera, their spectacular feats are fleeting.

To motivate them for the World Cup quarter-finals in Russia, Nike needed to capture and celebrate these moments of brilliance – showing that the young Chinese footballer is, indeed, capable of great things.