Nike Football – NFL Kickoff 2022

Overview: The NFL unites athletes, families, and cities around the game they love, their favorite teams, and local pride. Nike Football sought to honor not just performance on the field but the growth and connection of the communities that support it — the “Shareholders of Progress.”

Goal: Celebrate individuals and communities that reflect Nike’s 2022 ethos and highlight how local culture and fandom drive progress in neighborhoods and cities across the U.S.

Strategy:

• Conduct community research and gather audience insights to identify cities, teams, and fan groups that best represent Nike’s ethos.

• Develop a strategic and creative narrative tailored to each selected NFL city.

• Highlight the nuance of local fandom and the diverse cultural groups within each community, ensuring authentic storytelling.

Execution:

• Selected three NFL cities/teams as focal points for storytelling.

• Mapped cultural fan groups and sub-communities to uncover stories beyond the field.

• Crafted content and narratives that celebrated fan culture and the connection between teams, cities, and progress.

• Integrated local insights into broader campaign messaging for social and experiential platforms.

Results:

• Elevated Nike Football’s presence in target communities.

• Strengthened emotional connection between fans, teams, and the Nike brand.

• Produced campaign-ready narratives that informed cross-platform content and social storytelling.

Project Stats:

• Cities/fan communities highlighted: 3

• Audience insights driving creative: 100% data-informed

• Stories created for cross-platform social and experiential content: 12+