-NIKE FÚTBOL-

HYPERVENOM 3: ACÁBALO

event

DESIGNED FOR THE LETHAL FORWARDS

Activity
Event

Coverage
MEXICO CITY

Date
February 2017

Through out the history of soccer there has always been a player that is feared by all, one that can change the destiny of a game with a cut and a shot at the goal: El Delantero (the forward player). As part of the spring season, Nike Fútbol lauched the Hypervenom 3, a cleat designed especially to fit the needs of the lethal forwards or detanteros letales.

OBJECTIVES –

We needed to take over the streets where we could find FOTs (Football [soccer] Obsessed Teens) and build an activation that would connect FOTs with Nike Hypervenom 3 and allow them to try the shoes for themselves.

Challenge –

How to achieve this without falling back onto the classic street games? How could we bring it to the next level? What would be the next step?

The idea –

The first event, Tres Canchas (Three courts), was a single tournament that connected the city and its FOTs simultaneously. All the lethal forwards debuting their new HV3’s at the same time, are y’all ready?

HOW DID WE DO IT? –

The event took place in three courts, Postal, Nápoles, and C.U., and was divided into three phases:

  1. a) Unveiling: FOTs in each court were faced by the Nike team, collectively with the objective of scoring 100 goals in a time limit. In doing this, we opened a Hypervenom 3 show room where you could find the new season’s Nike cleats.
  2. b) Tournament: once the cleats were unveiled, we began the tournament where you could try them for the first time. Players on the highest scoring team would receive a pair of Hypervenom 3s.
  3. c) Finale: the 10 forwards with the most goals in the tournament participated in an elimination round where they had 4 chanced to send a center to goal. The FOT with the most goals would be the champion, winning a pair of HV3s, a Nike Academy pass, and tickets to a professional soccer game.

CONCEPT –

Just like that we gave life to Hypervenom 3: Acábalos, the first Nike Fútbol event that put to test forward players simultaneously in three different courts sporting the new HV3’s.

«Lethal forwards unveiling Nike Hypervenom 3’s while scoring».

What were the results of the event?

+100 teams

More than 100 teams signed up to participate in the event.

+2,000 product trials

More than 2,000 people experimented the sensation of playing in a pair of Hypervenom 3.

Heavy Digital Interaction

More than 3,000 interactions creating conversation on social media.

Sold out tickets

Online registration to get tickets sold out in record time.