EC 2024 RECAP
Over a period of 2 months, we launched our most successful campaign ever for the European Championships.
Starting in mid-May with our ‘Football is everywhere’ campaign, which is more than just a slogan – it’s a movement that carries the world of football beyond the stadium gates and into the hearts and closets of a new generation.
In this part of our campaign, we aim to celebrate the diversity and creativity that come with wearing football jerseys. We’ll show how these pieces have become an integral part of modern lifestyle – whether on the streets, in the club, or even in the office. Football jerseys are no longer just weekend wear, but a year-round must-have for anyone looking to express their personal style.
Just in time for the start of the European Championships, we spoke to DFB shooting star Maximilian Mittelstädt about his personal journey and his preparations for the European Championships. We had the opportunity to shoot the Mad Brilliance Pack with him, record various challenges and give away a signed boot for the round of 16 match against Denmark to our community.
At the same time we started our city activation and drove through the key cities with a Lamborghini Huracan STO and a G-Wagon in the pink colours of the Nike Mad Brilliance Pack and interacted with fans, followers and spectators. Viral content, influencer integration, store activations and hidden competitions ensured that we were able to generate more than 37 million views and more than 1 million likes within a month. This was not only the most successful part of the campaign, but also the most successful campaign with Nike ever.
"FOOTBALL IS EVERYWHERE"
Shortly before the European Championship kicked off, we launched our Jersey Culture campaign for the second year in a row under the motto "FOOTBALL IS EVERYWHERE"
“Football is Everywhere” is more than just a slogan – it’s a movement that carries the world of football beyond the stadium gates and into the hearts and closets of a new generation.
MAIN VIDEO
The content was shared on Instagram, TikTok and YouTube, as well as across all of our retailers' accounts. In addirtion we created a "Football is everywhere" landingpage to direct the consumer from social media to our e-com shop.
TOTAL VIEWS
990.000
"ROAD TO EC"
WITH
MAXIMILIAN MITTELSTÄDT
In preparation for the European Championships, we spoke to shooting star Maximilian Mittelstädt and took a look at how he is preparing for the European Championships and how he assesses his current development
During the shoot, we were not only able to focus on the Mad Brilliance Pack together, but also generate content with Maxi and David, which generated a total reach of more than 3 million.
Before the round of 16 match against Denmark, we gave away a Nike Vapor signed by Maxi to our community
TOTAL VIEWS
3.100.000
CITY ACTIVATION
During the European Championships, we brought the Mad Brilliance Pack to the streets and into the minds of Gen Z.
Starting with the opening game in Munich, then Leipzig, Dortmund, Recklinghausen, Frankfurt, Hamburg and finally the final in Berlin. During all these stops, we raised the alarm in the cities, interacted with fans and the community, hid shoes and jerseys and invited influencers such as ViscaBarca and IamTabak to our stores for challenges.
Not only did the campaign generate maximum attention on the streets, but we were also present everywhere on social media through our viral videos and were able to achieve a reach of over
37.000.000
PRE-ACTIVATION
GIVEAWAY
We arrived on the streets of Munich just in time for the opening game and immediately set up and announced our first big competition. We gave away a total of 50 x pairs of shoes from the Mad Brilliance Pack during the European Championships, which the community won partly through challenges or clues to the hiding places.
One week before the start of the campaign, we presented the vehicles and gave the first hints about the campaign with a pink branded Nike suitcase and the hint to follow our Instagram channel
MUNICH
Munich was incredible and we were able to generate the first viral video, which now has 3.5 million views
LEIPZIG
We interacted with fans, put up mini goals, handed out socks and got some really interesting responses in our street polls. Like one fan who thinks Vinicius Junior is the best player the Netherlands has ever had.
Back on the streets of Leipzig for the France vs. Netherlands match and thus the next stop for the Lamborghini and the G-Wagon
RECKLINGHAUSEN
At our next stop, influencers ViscaBarca, IamTabak and Mr Anwallt visited us at the ABSOLUTE TEAMSPORt store in Recklinghausen.
There were several hundred fans on site, who then competed with and against ViscaBarca and IamTabak in various challenges in the store. The boys took the time to take photos and sign autographs.
We also presented the Mad Brilliance Pack in the store and set up a pink carpet, bins and all information about our big competition.
DORTMUND
Afterwards, we took to the streets of Dortmund, where Turkey and Portugal fans prepared for their match
FRANKFURT
A day later we were out and about on the streets of Frankfurt with influencer and model Bersin and a barber. Hidden giveaways were on the agenda again and everyone who had a Nike swoosh cut into their hair received a shoe or jersey from us.
HAMBURG
Last stop before the grand final for the match between France and Portugal in Hamburg
Due to our tour stops beforehand and the viral videos, it happened in Hamburg that the kids followed us through the whole city and waited until we hid a shoe.
That's why we made it a little more difficult this time and asked 4 questions via Instagram Story.
We also hid a code in our online shop, which had to be named on site. It was incredible how quickly the kids found us anyway
BERLIN
The day and the campaign was more than just a success, which is why we are happy to share the aftermovie with you
Grand finale in Berlin and the last day of our campaign. We recorded another big competition in front of the Olympic Stadium and interacted with England fans in the cities
