An Inside Look at the Nike England Campaign
We've all seen it and we've all passed opinion on it. Nike's first bash at the England kit may have divided opinions but we're fans. Not only does it look stylish on pitch but it's also extremely wearable for fans. This ethos of fan engagement was at the centre of Nike launch campaign and it was up to Rosie Lee, a London based creative agency, to deliver it.
In spring 2013 Nike took over lead sponsorship of the England football team, a first for the brand. Creative agency Rosie Lee were briefed to create and deliver an integrated campaign promoting the sponsorship and official kit. Their challenge was to focus not on the sponsorship or kit itself but on the spirit and enthusiasm of the fans. 
Rosie Lee's plan was to create "excitement at retail" by rolling out a UK-wide campaign that ran in over 350 stores. This included two highly immersive experiences that placed fans centre-stage by inviting them to try on the England shirt and be filmed and photographed acting out goal celebrations.
In parallel with all the store activity, Rosie Lee designed and built a series of campaign microsites to sit within the websites of retail partners such as The FA and Pro Direct Soccer.
To extend campaign reach beyond retail, the videos and photos captured at the fan experiences were sent to participants via a personalised and easily shareable web page. By using a hashtag and an editorial tool, Rosie Lee were able to stream fan-generated social content to those same websites, tying the campaign into the energy and passion surrounding events such as England v Brazil. All in all a job well done. 
Let us know what you think of the new Nike England shirt and Rosie Lee's campaign. Join the conversation online, on Twitter and on Facebook.
