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Recently, Nike became the official maker of NFL jerseys. In that, they naturally wanted to get the point across, that jersey's were their territory. Despite being the brand that distributed the authentic apparel, Nike was seeing that they were losing a large majority of sales and traffic to the likes of NFL.com and other competitors.
Although the idea of authenticity was a major selling point, we knew we could push it even further. Through research, we soon realized that NFL fans are far from spectators; they truly believe they are part of the game, and influence the outcome through their extraordinary fandom. Concepting lead us to a fresh approach: let’s get closer to the game. We followed this line of thinking right down to its literal significance, which is why geographically targeted ads were perfect to get that connection point.
Creative Director: Urs Ross
Copywriter: Urs Ross
Art Director: Matthew Zaszewski