Nike Football Game Day Reactive
17 weeks. 107+ Nike athletes. 256 games.
How many which ways can Nike show up for their athletes during the NFL season? It was our job to find out.
From real time reactive content to athlete storytelling to custom Giphy stickers we explored all the ways in which we could celebrate our athletes and own the conversation around NFL football.
Spoiler: We dominated.
Big personalities deserve big recognition. Enter custom stickers for your game day viewing. Overall these received of 17 million organic views and have been used by ESPN, the NFL, and Bleacher Report.
Over the course of the season we featured a range of players on Nike’s roster. Stories we tailored for Instagram Stories, often leveraging the latest functionality as an element of the narrative. These launch dates of these narratives were determined by a mix of game day schedule and data that show when athlete interest was peaking with our audience.
Game day tweets
Copy and content written as responsive moments during games. These are a smattering of some of my personal favorites.
Game Day Jerseys
A jersey is much more than a uniform — it’s an emblem of greatness. A worn jersey shows dedication and grit.
For the 2018—2019 season, we created content in real-time that leveraged the jersey as the trophy of performance. Every time a Nike athlete had a stand-out moment, we took to Twitter and Instagram to release content that celebrated their achievement and allowed fans to purchase jerseys to show off their fandom.
Creative Team: Carren O’Keefe, Spencer Tanner, Jess Herrington, Claire Zimmerman, Kalle Crafton, Nick Ostini, Connor Eggerman