Home of Football

To reclaim Nike Football’s cultural leadership with a new generation, AKQA established a permanent home for the brand on TikTok. Here, product launches are transformed from fleeting announcements into immersive worlds.

This new framework for fan engagement has generated 52.3 million views, cementing Nike’s role not just as a sportswear innovator but as a defining force in the creative future of football.

Insight

A new playbook.

In an era of rigid statistics, the expressive soul of football is being lost. Young audiences on platforms like TikTok crave participation and authenticity, not the passive consumption of athletic endorsements. Partnering with AKQA gave Nike the opportunity to revive Nike Football’s iconic attitude from the 1990s and 2000s, and transform marketing into immersive cultural events, inviting a new generation to live inside the stories they once watched.

Idea

Scary Good

Nike Football's first TikTok channel launched with a brand anthem film to celebrate its rebellious spirit. Kicked off by journalist Fabrizio Romano and supported by elite players, the campaign created a new home for the brand, built to last for decades.

0800SKINNED

Players were given a number to call when they had been skinned (dribbled past humiliatingly) on the football pitch by Cole Palmer. This live hotline, hosted by Palmer himself, extended the film's narrative beyond the screen, turning fiction into an interactive experience that placed the fan directly in the story.

Fit for a Giant

For Erling Haaland, one of football's most imposing strikers, a giant UK size 99 pair of his signature Nike Phantoms were created. Erling's reaction to the delivery sparked the campaign's launch on TikTok. Following the boot selling out online, an even larger pair then toured Manchester, before being displayed in the National Football Museum.

Feed the Phantom

A boot so powerful, it required a liability waiver from Nike for the damage it would cause. Top athletes like Erling Haaland signed the disclaimer, sparking a viral challenge that invited young players to pledge goals and accept the risk themselves.

Impact

Authoring the conversation.

This body of work represents a strategic pivot that reclaimed Nike’s position as a cultural instigator. The campaigns generated a combined 52.3 million views, but more importantly, they created a new framework for fan engagement. The 0800SKINNED activation alone prompted over 10,000 calls from more than 40 countries, proving that turning marketing into a platform for participation is the most powerful way to solidify a brand’s role in shaping the future of culture.