The challenge was to create a campaign that would resonate authentically with local communities in Lille, Paris, Marseille, and Lyon, celebrating the unsung heroes who embody the spirit of French football at the grassroots level. The activation needed to bridge the gap between the elite national team and amateur football culture, demonstrating Nike's investment in the sport .
Local Heroes, National Pride
We designed a multi-city wild posting campaign that transformed France's four major football cities into open-air galleries celebrating local amateur players, coaches, and community leaders who represent the true spirit of French football.
City-by-City Cultural Mapping: Deep research into each city's unique football culture
Strategic Urban Saturation: Near amateur football pitches, training grounds, and community centers where the target audience lives and plays.
Visual Storytelling Excellence: Creating powerful portrait-style visuals that elevated amateur players
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Real-world
results
wild posting sites secured across Lille, Paris, Marseille, and Lyon
impressions generated among football communities and lifestyle audiences
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Nike
Salomon
