Nike wanted to promote its enhanced NIKEiD boot design service. For the first time, players could improve their game by customising performance elements of their boots. So we unleashed the service during the biggest game of the season.

Their Game, Your Finishing Touch gave young footballers a once-in-a-lifetime chance to design exclusive NIKEiD boots for their heroes to wear when Arsenal faced Man Utd in a top-of-the-table clash watched live by millions on Sky Sports.

Arsenal fans designed boots for Theo Walcott or Cesc Fabregas, and Manchester United fans chose from Rio Ferdinand, Wayne Rooney and Carlos Tevez.

We used online media to infect the online football community with the campaign, including Arsenal.com and ManUtd.com. And we highlighted the players’ boots through perimeter boards and game programmes.

In just two weeks, young footballers designed more than 15,000 boots through NIKEiD.com, submitting their designs to an online gallery where fans voted for their favourites.

The most popular designs were presented to the players themselves who personally handpicked their favourites for the crunch game. Winners saw boots they designed themselves on the feet of the players they idolise in the season’s showpiece match at the Emirates on November 8.

RESULTS

We gave fans ownership of the season’s key match with 15,191 boots designed in NIKEiD’s most successful campaign ever.

MY ROLE

Concept, art direction, design.

CREDITS

Creative Director: Duan Evans
Art Director: Rodrigo Sobral
Copywriter: Nick Bailey, Paul Anglin
Designer: Stefan Kostov, Hugo Gomes
Project Manager: Kris Smith
Group Account Director: Giles McCormack
Account Director: Gareth Nettleton
Account Manager – Rory Patience Read Less