NIKE
Football belongs to those who play it.
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Old-school football is starting to feel exactly that. The rules, the hierarchy, the gatekeeping. It’s pushing the next generation away from the game.
But there’s a new football out there. One played across every kind of pitch, by more than 3.5 billion fans andplayers. It’s the most diverse sporting community in the world, and it’s rewriting the game in its own way.
During the Euros and Copa America 2021, we reminded young players of the power they already have. On their pitches, they make their own rules. Because football belongs to those who play it.
We kicked things off with a film that stitched together pitches from around the world into one massive, connected land. A place shaped by the people who live and breathe the game.
We took our message to the streets and football pitches, making the new generation of players heroes of our land.
Illustration by Tayfun Pekdemir.
Illustration by Haein Kim.
We used @Nikefootball and its 42 million followers to spotlight these new heroes and all the good they bring to the sport.
We highlighted the new voices of football through media collaborations.
A documentary about football’s community building power: The Architects of New Football (In collaboration with Copa90).
Articles on untold football stories: The Unwritten Stories (In collaboration with The Athletic).
And a mental-health focused football academy: The School of New Football (In collaboration with Versus).
We even created The Land of New Football’s own News Show. A weekly Instagram series covering the football news in a completely different way led by the players and creators shaping what the sport looks like today.
And because this land is for everyone, we invited illustrators from across Europe to reimagine the show’s logo. Their designs were used as idents in the show.
Welcome to the Land of New Football. It’s open to everyone, no matter who you are, where you’re from, or how long you’ve been in the game.
Illustration by Tayfun Pekdemir (left) and Haein Kim (right).
See Credits +
Awards
Cannes Lions - Social & Influencer: Shortlist
D&AD - Editing: Wood Pencil
One Show - Film: Merit
One Show - Social Media: Shortlist
Eurobest - Film: 2 Shortlists
Eurobest - Entertainment: Shortlist
Clio Sports - Film: Bronze
Shots Awards - Editing: Bronze