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Nike gives some lucky football fans a once in a lifetime experience
Connection is essential these days. It's expected. Whether in reference to old high school mates, sport teams, or the products you purchase; a bond is desired. In terms of brands, loyalty comes from these relationships. Once consumers feel a connection to a company, they plant a flag and often stay for a lifetime. Astute companies like Nike go to great lengths (and expense) to offer "once in a lifetime" experiences that connects their endorsing athletes and fans; the kind of experience that makes true lifers out of those already "under the tent."

The "Nike Football 2018" event held at Printworks in London (2018) exhibits Nike's commitment to their brand loyalists. Football fans are the embodiment of commitment. Nike manifested a dream come true scenario for more than two hundred fans and simultaneously proved that there are some things that are both free and worth more than money (including advertising budgets) can buy.

Nike wanted football fans to have a complete awe inspiring experience rather than just a moment. Using their in-house creative team, Nike created graphic and spatial elements to set the mood and enhance the environment, creating the most immersive and forward thinking Nike Football event to date.

In preparation, Nike created a full 3D rendering of the venue and painstakingly oversaw and scrutinised every aspect of this event to ensure it would exceed every true fan's wildest expectations. This mock up became the template that the full size rendering it evolved into. Producer Jessica Piper worked with Nike Global Art Director Lee Owens to oversee every step of the creative process.

Owens credits Piper stating, "Jessica's attitude and spark are second to none. Her determination to make the impossible possible is a credit to her hard work. It's greatly due to her persistence, positivity, and talent that we were able to manifest the creative aspects of this massive global event."

On the day of the event, guests were greeted on the Nike orange carpet to begin their journey around the venue comprising of five main rooms. They began in the Naija room which was a wash of lively prints showcasing the new Nigeria Football kit. This led directly to the room housing the England kit launch with life-size hand casted sculptures and a live performance by James Massiah. Guests were then invited to create their own custom football jersey using patches and heat transfers designed by the Nike team. Once everyone had designed their jersey, special members of the press were invited to grab a sneak peak of the latest unreleased football product. For the finale, everyone reconvened in the main room for a grand reveal of the new Nike Mercurial football boot which saw 100 pairs of boots fly down from the ceiling and a 270-degree screen showcasing exclusive Mercurial content with the Athletes appearing on stage in the new performance footwear. Guests were then invited to trial the product and really get a feel for it while being surrounded by their favorite football and celebrity stars including Neymar, Ronaldo, Virgil Abloh, Skepta, and a whole host of others. The "Future of Football" event proves that Nike comprehends the long lasting effect of goodwill among consumers and football enthusiasts.

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