Within moments of winning the 2019 FIFA Women’s World Cup, Nike took to social media in praise of the victorious US Women’s National Team football team’s World Cup win against the Netherlands, making a short a highlights reel of their tournament alongside some stirring words of praise.
The low latency, responsive social media activation was initially posted on Twitter immediately after the win
A black-and-white spot, created by long-time creative agency Wieden & Kennedy and called ‘Never Stop Winning’ aimed to celebrate not just the win, but also to act as an accompaniment to a fiercely inspiring celebration not just of women’s soccer but also of female empowerment.
The 60-second spot rolled out accompanied by a congratulatory message to the team with a narrator predicting that women will “break every glass ceiling and have their faces carved on Mount Rushmore.”
One line even highlighted the role of Golden Boot winner and tournament star Megan Rapinoe whose political stance has also made headlines.
Commenting that: “A whole generation of girls and boys will go out and play and say things like ‘I want to be like Megan Rapinoe when I grow up.'”
“I believe that we will be four-time champions and keep winning until we not only become the best female soccer team, but the best soccer team in the world and that a whole generation of girls and boys will go out and play and say things like ‘I want to be like @mPinoe, when I grow up.’
“And that they’ll be inspired to talk and win and stand up for themselves, And I believe that we will make our voices heard and TV shows will be talking about us every single day and not just once every four years, And that women will conquer more than just the soccer field, like breaking every single glass ceiling and having their faces carved on Mount Rushmore, And that we will keep fighting not just to make history, but to change it forever. This team wins. Everyone wins.”
This team wins. Everyone wins.
Victory is when we all win. It's only crazy until you do it. #justdoit @USWNT pic.twitter.com/pBU7UE2IEs
— Nike (@Nike) July 7, 2019
The spot was soon posted on YouTube and across other Nike online channels too.
Comment:
The USWNT triumph, which coincidentally came at the end of America’s Fourth of July holiday weekend, saw the side beat The Netherland 2-0.
The victory will be celebrated with a parade in Manhattan, New York City on Wednesday, 8 July.
Rapinoe was also heralded by the New York Times as the “representative athlete for our times” and her and her teammates look set to be in demand for marketers seeking to leverage their success and their values through new endorsements.
As the Nike tagline reads: “Everybody wins.”
This victory phase of Nike’s France 2019 work follows on from a raft of brilliant creative around the world and no little controversy too.
Amongst the sportswear behemoth’s stand out initiatives for this Women’s World Cup are its global, epic blockbuster ‘Dream Further’ (see case study), its USWNT ‘Dream With Us’ initiative (see case study), as well as a shoppable Snapchat shirt promotion (see case study) and its brilliant ‘Before That’ spot in Argentina (see case study).
Links:
https://www.instagram.com/nike/
https://plus.google.com/u/0/+nike
Wieden & Kennedy
https://www.wk.com/about/office/portland/
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