Nike

Footballverse

Against the backdrop of the 2022 World Cup in Qatar, we built a three-week pop-up in the heart of Dubai that launched Nike FC in the Middle East. The goal? Put the fun back in our beautiful game. Inspired by Nike’s groundbreaking Footballverse film, we built a wormhole to another dimension, welcoming kids of all ages to play five bespoke football mini-games IRL.

Co-created with the community, the games each related to a core principle that’s integral to football: creativity, teamwork, leadership, and heart. From Own Goal Hero where the most ‘own goals’ wins to Football Tennis which combined, you guessed it, football and tennis, we did away with the traditional rules of football in favour of games where the freedom of play is more important that the final score. Our young footballers became the hero of the story, facing off in a football arena right out of a science fiction movie.