The Journey IIOME

Client: Nike

When England’s Lionesses secured their historic back-to-back European championship, Nike Football faced the challenge of honouring a generational victory without getting lost in a saturated social feed. To capture the attention of "Gamechangers" (17-25 yr old footballers), Nike moved beyond traditional advertising to invent a new media behaviour: transforming the symbolic live journey of "coming home" into the campaign itself and setting a new precedence in creativity in sports celebration marketing.

Acting immediately as the whistle blew and being unavoidable at a national scale was imperative to the campaign’s success. Nike followed the team’s entire journey home from Switzerland with the iconic “IIOME” message: owning every touchpoint to truly go beyond shirt sponsorship. Media was choreographed to unfold in real-time: from the unmissable plane journey, to owning the streets of London, to taking over Nike Retail shop doors and the victory parade. 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.