The Journey IIOME

Client: Nike

To celebrate the Lionesses’ back-to-back European championship, Nike identified that moments of national pride are not validated in individual feeds but shared in collective physical spaces. “IIOME” bypassed saturated digital feeds to execute a high-impact OOH media takeover, turning the team's physical journey into a national narrative.

“IIOME” was a live OOH system unfolding across airports, buildings, people and even the plane. The moment the whistle blew, Nike took over screens at Box Park, Nike Retail shop doors, and monumental sites across London. Nike appeared across baggage belts at Heathrow and Gatwick, ensuring the message greeted fans at the point of arrival. An audacious banner was placed next to Pall Mall- a traditionally off-limits location, to capture aerial broadcast coverage during the parade. The final OOH layer was the crowd themselves. Flags, t-shirts, banners turned the celebration into a living, public canvas. Nike's support dominated fan feeds with 70,000 social mentions, generated $22M in earned coverage, stole 22mins airtime on the BBC, raised Nike Football consideration (+5%) and “Nike supports women’s football” (+9%). Finally, the moment delivered unprecedented tournament product sales vs. Euros 2022 and World Cup 2023 - cementing Nike at the heart of the next generation’s football narrative.