CHALLENGE

Nike’s objective was to encourage footballers to go out and play, using the internet as a meaningful tool to connect players. While Nike is known for providing quality sports gear, the challenge lay in making the online platform a valuable and relevant resource for footballers seeking teammates and game opportunities.

INSIGHT

In grassroots football, finding a ball is often the easy part, but assembling enough players or finding a nearby team to compete with can be difficult. Many players lack the network to connect with like-minded individuals to organise games or fill in roster gaps.

SOLUTION

The Nike London website was designed as a dynamic service that made finding players, opponents, and playing fields easy and enjoyable. It created an online team directory where teams could connect to set up matches and players could advertise their availability. With a user-friendly interface prioritising speed and accessibility, the site enabled footballers to engage with the sport. Additional engaging content, like the Park Football game Rush Keeper and a retro football screensaver, further engaged users, and Nike supported offline community-building by hosting the Park Football Awards at Niketown. This online-to-offline approach brought the football community together, extending Nike’s brand value beyond just equipment.