Nike

With all eyes on Wembley Stadium for the 2024 UEFA Champions League Final, Nike wanted to own the week of the final through disruptive marketing & viral content – cementing Ronaldinho as the Godfather of Mad Brilliant Football.

Bringing the theatre back to retail, we re-imagined the iconic scorpion cage, and put it in the heart of store, letting consumers pick their silo from 200 trial pairs.

To announce Ronaldinho’s arrival in London, we teased the bright pink Rolls Royce on Nike London, before bringing the man himself to the store to pick up his own pair of Mad Brilliance Tiempos.

On the day of the finals, we brought together an ‘only Nike can do’ linkup powered by our team – combining football and culture with Ronaldinho, Clint and Central Cee heading to a penthouse for a pre-game meet and greet.

To add to the disruption, during the game, we brought together a collective to make Gen-Z’s group chats go crazy at the final whistle. We brought together Ronaldinho, Clint419, Lauren James, Central Cee, Daniel Sturridge, Chunkz, Filly, Ethan Nwaneri, Kai Cenat, Gabriel Moses and Tiakola – landing an image of a small group of them on Ronaldinho’s channels, which instantly went viral in the football community.