To celebrate the 2025 nwsl championship, we built a 360 campaign around the insight that to play the most competitive sport, in the most competitive women's league, and make it to the most competitive match of the season, you have to be pretty f**cking stubborn.
The campaign rolled out across three key beats; driving awareness to the tournament, attracting eyes to the finals and celebrating the winning team.
The effort consisted of a broadcast spot, NWSL athlete services, athlete seeding, events on the ground in san jose in key retail footprints, watch parties in NYC and LA and more. Each moment was elevated by social, digital, media, and influencer content.
Streamed on broadcast, boosted on social, across nike's ecosystem and through nike athletes social handles.
Seeded All semi finalist nike athletes "stubborn" seeding kits, congratulating each team on making it to the most competitive part of the season. In addition to this, we seeded 4 high school teams in NYC and DC, inviting them to support their respective NWSL teams.
Took over nike.com, the nike app and targeted comms across the three key moments to drive energy to the tournament, the final match, and the winning result.
Leveraged nike and partner retail footprint on the ground in san jose to host events for fans to engage with championship weekend. alongside of this we provided an elevated seeding + championship game experience for underprivileged local youth girls high school teams.
Hosted watch parties for the championship match in New York and Los Angelos in partnership with football for her. Each event was amplified by key media partners and influencers.
Partnered with The gist to cover championship weekend on and off the field.
Partnered with authentic women's soccer influencers to build energy around championship weekend.
To react to Gotham's second NWSL championship title, we doubled down on the campaign insight and lead with "it pays to be stubborn," highlighting Rose Lavelle who led her team to a victory with the game winner. To show up in Gotham's city, we emphasized this perspective across OOH, retail, digital and social placements on nike and partner channels.
