Localizing global brand values
Nike Copa | Dare To Create
Working with Nike Global Brand Design, we helped articulate a unifying voice for the Nike Copa America campaign. The Copa, the prestigious, continent-wide, Latin American soccer tournament puts on global display the skills and passion of the ultra-competitive, next generation of Latin American futbol heroes.
Nike’s target audience of futbol-crazy kids take great pride in each of their country’s unique style of play. Despite their entrenched national rivalries, Nike wanted to rally them around a point of even greater, shared pride: They are proving to the world that Latin American futbol is the future of the global game.
Our concept, manifesto and scripts went on to inform the core messaging for films and communications tailored to represent the futbol culture of each individual country. And at the same time unify the continent.
