How could Nike better stand by their athletes over the course of an entire season? 232 pieces of content and a 188% increase in reach later — we found a few ways.

Here’s a small snippet of the solutions we came up with over the better part of 18 months.

Humanize the Athletes

Football players literally wear a mask over their face for 90% of the game. Sometimes people forget that there’s a living, breathing human under that helmet. To showcase each players’ unique personality and approach to the game, we created content franchises that gave athletes more face time with the audience.

Lean Into the Narratives

The media loves to talk, but as soon as players open their mouths — it instantly becomes a headline. So we positioned Nike Football as a spokesperson, always standing up for the athletes and giving media narratives a Nike-ownable spin.

Timing Is Everything

Football happens fast. With up to 16 games a week and over 700 players on Nike’s roster, something was always happening. We were at the ready, prepared to make interesting, engaging content at the drop of a hat to keep up the Twittersphere.

Have Some Fun

There’s so much more to the game than Xs and Os. We were constantly looking for ways to inject some sharable fun into the Nike Football feed. From Giphy sticker collections to constantly reworking and revisiting the category’s tone, we proved that football didn’t always have to be so serious.

Agency: AnalogFolk (2018-2019)