Nike launches Mercurial shoes - An unforgettable experience at Gothia Cup with digital marketing

Nike launched its new Mercurial shoe and wanted to give young people the opportunity to try them out during the Gothia Cup, one of the world’s biggest youth football tournaments. To maximize engagement, we created an exciting competition called the Nike Speed Trial, where young people competed to set the best time on a specially designed track.

This competition was effectively disseminated via social media with strategic content production and marketing that we developed. Using a mix of engaging campaign content and interactive elements, we reached over 2 million young people globally.

At the end of the project, the competitors with the best times had the chance to meet in a match at the iconic Ullevi stadium. This created an unforgettable experience and additional exciting content for our campaign.

After the event, we continued to spread the word about the Mercurials by driving around in specially built cars filled with Nike’s new football boots. We visited over 100 football teams in training over the course of a year, giving even more young people the opportunity to try the new boots and experience their performance first-hand.

Through this innovative launch, we’ve not only created a strong connection between Nike and youth soccer, but also established the Mercurial shoe as the obvious choice for young soccer players around the world.