Challenge: How can Nike reach football obsessed teens in their own digital spaces?
Action: We fully integrated Nike into the fabric and storylines of the game -- giving players unique insight into what it takes to be a Nike signed athlete
All Nike football products were available to buy as virtual goods in the game
Result: 400,000 pairs of Nike boots have been sold
Over 16 years of Nike content has been consumed
15+ million players have 'lived the life' of an Nike athlete