Nike Football - 2024 Champions League Final

Creative Lead & Writer

Context
Nike Football’s athletes shaped defining moments across the 2024 UEFA Champions League in both the men’s and women’s competitions. The brand needed to remain culturally present across six weeks of unpredictable outcomes.

Challenge
Build a reactive social system capable of responding instantly to any match scenario while maintaining brand consistency, global alignment, and Nike’s athlete-first positioning.

The Idea
Develop a modular creative framework that prioritised athlete storytelling over team narratives. This allowed Nike to remain central to the tournament conversation regardless of which teams advanced.

Execution
Partnered with R/GA to lead a six-week reactive campaign from quarter-finals to final. Concepted tournament-wide themes and prepared thousands of copy lines anticipating multiple match outcomes. Coordinated real-time publishing with cross-market teams while navigating Nike global sign-off under tight match windows. Maintained tonal and brand consistency across both competitions while adapting to evolving narratives.

When Real Madrid lifted the trophy, pivoted the final moment to centre Vini Jr as the defining Nike athlete of the tournament, ensuring the brand remained culturally dominant despite a non-sponsored team victory.

Impact
Sustained Nike’s presence throughout the tournament and delivered a climactic celebration of Vini Jr that resonated with millions of fans globally. Demonstrated Nike’s ability to own the moment through athlete storytelling rather than team affiliation.

Year: 2024