Nike set out to be the most recognized, most talkedabout sports brand during the World Cup, without being an official sponsor. W+K Amsterdam, with support from both W+K London and W+K Portland, created "Write the Future," a successful globally integrated campaign. Driven by mounting anticipation for the tournament, "Write the Future" tapped into the enormous cultural effect football has on the world, appealing to fans and non-fans alike.
The W+K PR team set out to garner global media attention and recognition for the campaign. With Nike spearheading overall PR efforts, our challenge was twofold: we could only work with advertising and creative trade press and we could only engage at Nike’s discretion, after their exclusives ran and creative launched in the public sphere.
That said, we’re excited to share the results.