nike live

Behind the scenes on set last night, prior to filming.

Last night saw the recording of Nike Live: The Cesc Fabregas Show in front of a live studio audience in Wembley. It's a one-off TV event celebrating the success of the young Arsenal star. Over 7 months in the making, it was a big number. One of the biggest projects that Nike UK has ever undertaken, while it was hard work - in true Nike style - it shows their determination to push for and develop truly creative, innovative work. The initial idea came from AKQA and has been developed in partnership between them, W+K London, Attention Seekers and, of course, Nike UK. The atmosphere last night was electric - with 600 hundred young arsenal fans hailing Fabregas and Arsene Wenger.

 

From a communications perspective, this is just the start. We have already created and seeded key pieces of content seeded to some of the most influential bloggers in football. See below for a couple of sample clips.

We'll release further pieces from last night's live show to drive traffic back to the main hub so as you can download / watch the show in chapters from the site, which is at http://www.skysports.com/nikelivefabregas/.

 

The full-length show featuring Cesc, Wenger, star guests and, er, Cesc's mum and dad, will be broadcast on Sky Sports from next week.

The audience waits for the show to start.

Interview with the man himself. Below: a couple of the viral / teaser pieces created by W+K:

Comments

[Matt Bunk]

In the no more Mr. Nice Guy spot, can somebody tell me the name of the jacket Fabregas is wearing or possibly wear I could get it. I've searched a bit and had no luck and I figured maybe you guys could help.

[Diego]

I'm just a little assistent italian copy. I would like live in your agency to feel yours optimism. Is it possible??

If is not possible live there, maybe just working for you?

I'll leave all, i'll promise!!! :))))

Bye Diego.
E-Mail: diegotardani@hotmail.it

[Ben@Lunar]

As an Arsenal season ticket holder whose business card features Cesc I'm really in the target for this. So far, however, I'm not in the least interested in watching it. I wonder why.

[Rachid Ahouyek]

I know what you mean. I am disillusioned with football these days. It's almost dead. I'm almost ready to end my lifelong love affair of playing, watching and working on it.

This kind of marketing for it isn't helping. Nike need to reset their brand. Switch 'On/Off' kind of thing, to get it working again.

Having said that, I bet the kids love all this nonsense. But they were brought up on football via the back of a packet of Quavers.