Reimagining fan engagement with Nike

Nike sought a bold way to promote its next-generation football shoe, The Phantom, during the 2018 World Cup, aiming to foster deep, participatory engagement with fans worldwide. The challenge was to create a digital experience that resonated with football enthusiasts while seamlessly blending into their urban surroundings.

We collaborated from concept to launch, prototyping early to align creative vision and technical execution.

Using AR and computer vision, we built an app that identifies and scans custom stickers that were distributed on the streets of selected football cities spread over five continents. The stickers reached people directly on a medium they identify with, with a message that people could not entirely decipher without active participation. Once somebody decoded the message using their phone, they gained access to the secret Phantom Society – a hub for exclusive content.

The campaign reached fans globally, transforming everyday urban spaces into gateways to Nike’s brand universe. By combining interactive technology and cultural authenticity, the initiative created a unique bond with football fans, showcasing the Nike Phantom as more than just a shoe – but a community.