The Journey IIOME

Client: Nike

When England’s Lionesses secured their historic back-to-back European championship, Nike Football faced the challenge of honouring a generational victory without getting lost in a saturated social feed. To solve this, Nike went far beyond standard media planning and transformed the symbolic live journey of "coming home" into the campaign itself and setting a new precedence in creativity in sports celebration marketing. Nike turned the physical world into a living creative canvas, proving that media execution can be as innovative as the creative message itself.

Pushing through major logistical and creative hurdles, the campaign was choreographed as a live, reactive broadcast. Execution required a first-of-its-kind branding of the team’s plane, an innovative livestreaming partnership with a niche aviation YouTube channel: Big Jet TV and securing unprecedented Crown approval to plant a massive “IIOME” banner on Pall Mall to deliberately hijack aerial helicopter news coverage. By creatively inventing media spaces rather than buying them, the campaign delivered exceptional commercial and brand outcomes: Nike’s support dominated fan feeds with 70,000 social mentions, generated $22M in earned coverage, stole 22mins airtime on the BBC, raised Nike Football consideration (+5%) and “Nike supports women’s football” (+9%). Finally, the moment delivered unprecedented tournament product sales vs. Euros 2022 and World Cup 2023 - cementing Nike at the heart of the next generation’s football narrative.