Nike’s new partnership with EPL champions Liverpool FC kicked off at the start of August with the launch campaign for the new 20/21 season home strip called ‘Tell Us Never. If It Can’t be Done…It Will Happen Here’.
The hero spot, which introduces viewers to the concept of the Republic of Liverpool, debuted on the brand and club’s social channels on 4 August.
It featuring both fans and players and is based on the idea that Liverpool FC is a club that doesn’t feed off doubt, but revels in it.
This campaign sees Nike seek to celebrate Liverpool’s ‘winning against all odds’ mentality and play on the city’s underdog status and pays homage to its rebellious spirit and a place “where miracles come for their big nights out”.
The campaign was created by Wieden & Kennedy, with input from Coppa 90, and aims to encapsulate the team’s mentality of achieving the impossible while showcasing what it means to be part of the club and city.
It features players including Jordan Henderson, Alisson Becker, Virgil van Dijk, Curtis Jones and Harvey Elliott, as well as managers Jürgen Klopp and Vicky Jepson.
Comment:
At Activative we like the creative more than we like the new kit design and its increased price point.
The debut Nike campaign follows on from a protracted and high profile court case involving previous Liverpool kit supplier New Balance challenging the switch to Nike.
The timing of the first Nike work still manages to leverages plenty of the spiking interest, positivity and good will around the club following its first Premier League title win in July.
New balance also leveraged the victory through its Sadio Mane fronted ‘We Got Now’ campaign (see case study).
Links:
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
Liverpool FC
https://www.facebook.com/LiverpoolFC
https://www.youtube.com/user/LiverpoolFC
https://www.instagram.com/liverpoolfc
Wieden & Kennedy
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