Nike said its popular #RiskEverything campaign series around the World Cup including “Risk Everything,” “Winner Stays” and “The Last Game” – have racked up 397 million online views to date. Twenty-three million people engaged with the content by liking, retweeting or commenting, making “The Last Game” one of Facebook's most shared posts ever.
Nike extended the campaign by creating real-time animations, such as the #AskZlatan digital shorts. The animated Zlatan Ibrahimovic commented on Nike's teams and players through short videos posted on social media and through media partnerships, resulting in 20.6 million online views and 12 million consumer engagements. As a result, Nike Football gained 6.2 million new followers during this time across different social platforms, around 1.5 million per week throughout the tournament. This brings the cumulative total of Nike Football's social channels to 78.8 million followers.
On the pitch, Nike started the tournament with 10 sponsored teams out of 32 teams, more than any other brand. Fifty-three percent of all players selected for their squads wore Nike boots, more than for all other brands combined. Throughout the competition, Nike-sponsored players scored 76 goals, including the winner in the final from German striker Mario Gotze, and the goal that took his fellow striker Miroslav Klose to all-time tournament goalscorer, breaking the cumulative record previously held by Ronaldo of Brasil.
Nike Football also launched the Nike Football app. The app allows members of the Nike Football community to be the first to access the latest products, stories and event experiences, boasting interactive features, such as organizing pick-up games with friends.
Nike noted that its improved engagement around the World Cup comes as its repoted 21 percent growth in Nike Football’s business on a currency-neutral basis over the fiscal year ended May 31. Reported revenues in the category grew 17.6 percent to $2.3 billion.
