The Brand: FPF eFootball - FPF esports division

The Campaign: The Esports Community Kit

Brand Challenge: To launch an exclusive kit for the virtual football community in Portugal. For the first time in history, Nike and the Portuguese Football Federation (FPF) have designed a unique kit for Portuguese gamers. This was an opportunity not only for positioning the FPF eFootball brand (the FPF’s esports division) in Portugal but also commercially, allowing revenue generation from a kit with unique features.

Strategic Approach: Strategically, the launch of this kit was a reason for FPF eFootball to make a statement within the gaming community in Portugal. For us, it wasn’t just another release of sports kit; it was a strategic opportunity for FPF eFootball to connect with gamers and influencers in our country, becoming increasingly relevant and the key player in this sport.

Creative Approach: We teamed up with a talented videographer and editor to come up with a video that could be able of showing the connection between the physical and virtual worlds (and football). Based on the graphic design of the kit itself, this content was created with a modern and digital language, featuring many 3D elements and fast transitions, which are characteristic of the current language used in digital platforms. We invited key personalities within the community (including the best virtual football players and some of the country’s top gaming YouTubers) and the magic was done.

Credits
CMO: Nuno Moura
Esports Manager: Raul Faria
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Production: VictorZK