Athlete campaignA local athlete, told in Nike's own voice.
The challenge
Build a Nike Football story around the Egyptian midfielder Hamdy Fathy.
Local athlete content often looks like a photoshoot, not like Nike.
The thinking
Insight
Fans connect with the work behind the player, not only the result.
Strategic choice
Take him out of the stadium and into the city, where the work actually happens.
The idea
Stairwells, rooftops and hard daylight, with hand-drawn marks and one line per frame: Push your limits. Unstoppable. Own the game. Making the impossible possible.
The output
A poster series in Nike's graphic language, taken all the way to print and out-of-home.
The series
One line per frame.
In the world
From print to the street.
Point of view
A global brand wins locally when the athlete's world is real.
The impact
A local athlete presented at the level of a global Nike campaign.
Draft note, hidden on the live site. Add a result here when you have it:
- Engagement on the athlete and brand channels
Next project17 / 17
Winter layers with a future-facing voice.
Seasonal product launchView the case