For the 2025 Women’s World Cup, Nike didn’t just run ads.
They took over 50 cities worldwide with bold billboards.
Sydney. Paris. New York. Tokyo.
Each one carried the same message: “What the Football.”
Not a product. Not a price.
A global conversation starter.
💡 Why It Worked
- Global consistency: Same slogan, different languages, same impact.
- Cultural timing: Dropped just as the Women’s World Cup hype peaked.
- Minimalist power: Three words. Massive curiosity.
🧠 The Strategy
Nike wasn’t selling shoes.
They were selling belonging to the moment.
By uniting fans across 50 cities under one line, Nike said:
“We own this conversation.”
If I was a smaller brand?
I’d copy this by owning a niche moment.
Don’t try to dominate the world.
Dominate your world.
One big line. One bold idea. Everywhere your audience hangs out.
🔑 Takeaway
Great campaigns don’t shout about products.
They make you feel part of something bigger.