Nike Star Studded Global #DreamCrazier ‘Dream Further’ Film Leverages Women’s World Cup

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A week ahead of the FIFA Women’s World Cup, Nike kicked-off its flagship France 2019 global scene setting spot starring some of the tournament’s top players and running under the title ‘Dream Further’.

 

This ‘Just Do It’ initiative continues Nike’s current, umbrella #DreamCrazy / #DreamCrazier brand platform and aims to inspire through the tagline ‘Don’t Change Your Dream – Change The World’.

 

Fronted by an international team of Nike player ambassadors – including Australia’s Sam Kerr, Brazil’s Andressa Alves, England’s Fran Kirby, France’s Amandine Henry, Korea’s Ji So-Yun, the Netherlands’ Lieke Martens and USA star Crystal Dunn (as well as male stars like Neymar Jr, Gerard Piqué and Philippe Coutinho), the epic commercial debuted during the UEFA Champions League final between Liverpool and Tottenham.

 

These leading lights of the women’s game lead 10-year-old Makena Cook (a young, aspiring footballer) on a heart-pumping trip around the pitch and the professional women’s game to the frenetic sound of Joan Jett & the Blackhearts’ ‘Bad Reputation’.

 

This three-minute global film follow Cook playing out her football dreams alongside some of her soccer idols.

 

 

The campaign was created by longstanding Nike agency Wieden+Kennedy and its builds on the ‘Dream Crazier’ women’s sport strand of Nike’s Just Do It anniversary campaign which was launched with a Serena Williams-narrated tribute to the exceptional feats of female athletes (see case study).

 

Comment:

 

This is adrenaline-pumping ad aims to empower and inspire an d help drive the growth of the women’s game.

 

The Activative team particularly likes the segment featuring former England international Alex Scott as the coach of the Barcelona men’s team.

 

Essentially this is a female-focused twist on previous Nike campaigns that mix wide-eyed youngsters with elite global talent – think 2014′s ‘Winner Stays On’ (see case study) and 2016′s ‘The Switch’ (see case study).

 

The FIFA Women’s World Cup kicks off on 7 June as hosts France take on Korea Republic in Paris.

 

Equality in football is a slow process, but progress is being made.

 

If the associated marketing avalanche is anything to go by, this is a watershed tournament with a plethora of major, mainstream brands activating around the event and pledging further investment in women’s football.

 

Other notable Nike campaigns leveraging the tournament include its USWNT ‘Dream With Us’ initiative (see case study), as well as a shoppable Snapchat shirt promotion (see case study) and its brilliant ‘Before That’ spot in Argentina (see case study),

 

While big global brands such as Qatar Airways, Visa and Fox are all rolling out World Cup campaigns

 

Links:

 

http://www.nike.com

http://nike.com/justdoit.

https://twitter.com/nike

https://www.instagram.com/nike/

https://www.facebook.com/nike

https://plus.google.com/u/0/+nike

 

Wieden & Kennedy

https://www.wk.com/about/office/portland/

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