Football World Cup

Women's
World
Cup

Inspiring young female athletes during the world cup.

Overview

With the FIFA Women's World Cup being the most important sport event of 2019, Nike wanted to leverage their sponsorship of the official world cup kits to inspire all female athletes to make sports a daily habit.

How did we inspire young female athletes via mums at Very, whilst driving sales for Nike sportswear?

Nike World Cup Header

Approach

With Women's football still remaining a minority sport in the UK, and with 48% of Very shoppers being really passionate about football, Nike and Very joined forces to 'Inspire Young Athletes' via mum.

With the FIFA Women's World Cup being synonymous with all things women empowerment, and with Nike being the official kit sponsors, this was the perfect time to make noise in the market across Very's entire media estate.

Nike World Cup Case Study

Creative Strategy

Using our footage from bespoke shoots with England footballer Lioness Alex Greenwood and kid influencers, we launched media across landing pages, social media (paid and organic) and email. We also leveraged the popularity of our athlete & influencers' social media channels.

We also supported an experiential event held with community group Sports & Lifeskills and Nike, by launching a competition across Very’s social media and influencer channels. Two winners attended this experience of a lifetime which included being taken through a full day of football training and communication skills training by football legend Kelly Smith, Eartha Pond & Nike trainer, Kim.

Let's look at the numbers

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% Sales uplift on kids football clothing
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Nike store views during live campaign
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% higher sales (vs average) during live campaign
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