Night Mode FC

Client: Nike

To capture the attention of "Gamechangers" (17-25yrs footballers) who have traded channel surfing for late-night streaming, Nike Football created NIGHT MODE FC. Twitch transformed into a live, three-hour retro-horror experience centered on Nike’s "Scary Good" universe. An interactive gaming engine where the narrative could evolve, enabling live play, audience control and real-time outcome.

Brought to life in 3 stages: 1. The Haunting: Nike integrated platform-native formats that mimicked the feeling of late-night channel surfing within Twitch feeds. 2. The Glitch: Live streams were hijacked at 8PM, pulling audiences into a stream where the brand became an active participant in their late-night viewing. 3. The Possession: Unleashed fear-inducing interactivity: streamers took control of gameplay in "NIKE-MARE 98”- this groundbreaking bespoke video game, unleashed five horror-fuelled universes, each inspired by an athlete video. Night Mode FC became the biggest football stream on Twitch in Europe ever: 8.1M total minutes watched, 1.3M unique viewers, 188k chat messages, with 392k Nike Emotes shared. The partnership drove +25% Nike Brand search uplift and a +4% Nike Football search uplift on Amazon. By creating a playable horror-football game built for livestreaming, Nike demonstrated how brands can earn credibility in gaming by designing mechanics instead of messaging.