The Challenge

Nike Team Football set out to move beyond traditional fan engagement. The aim was to build a stronger emotional link with fans, not just sell kit and equipment.

To meet this challenge, Nike Team Football reimagined how fans discover, play and buy across the journey:

3D interactive product experience: Fans explored and customised team kit in 3D, bringing details like colours, numbers and badges to life.

Personalised fan journeys: Content, offers and recommendations were tailored to each fan’s preferences, improving relevance across touchpoints.

Virtual training and challenges: Skill sessions and challenges kept fans active and connected to the wider football community.

Simpler e‑commerce: A streamlined path to purchase made it easier to find, choose and buy the right products.

The change touched product, service and operations. The team refined the user experience across digital platforms, retrained customer‑facing staff to support the new CX approach, and used data to iterate and improve.

Nike Team Football’s customer-focused approach led to succesful results:

Stronger Fan Engagement: By offering interactive and personalized experiences, Nike Team Football saw a big increase in how deeply fans connected with the brand.

More Brand Supporters: Happy fans became active supporters, sharing their experiences and helping spread the word naturally.

Higher Customer Satisfaction: A smoother online shopping experience and more tailored journeys made it easier for fans to find what they wanted, leading to greater satisfaction.

Greater Loyalty and Repeat Purchases: The emotional connection built through these experiences encouraged fans to stay loyal and keep coming back.

Nike Team Football’s story shows how focusing on customer experience can turn fan interactions into lasting relationships. By using technology and personalization, the brand built a meaningful bond with fans that goes beyond sportswear. In a time when people value genuine connections, Nike Team Football’s approach sets a strong example for how brands can build a loyal community through engaging experiences.

In 2021 we won Red Dot and Silver Spin awards with Nike Team for the “Turning Athletes into Designers” experience.