Nike Team

NikeTeam Football has long been a trusted supplier of high‑performance kit for grassroots teams across the world. Product quality was never in doubt. The challenge was that the brand’s message stayed largely functional, centred on equipment, features and delivery.

What was missing was the emotional core of grassroots football: passion, community and the weekly drive that powers amateur players, week in, week out. Nike’s global identity speaks to inspiration and pushing limits, yet NikeTeam’s local expression did not yet reflect the heart that defines the grassroots game.

To shift perception, we closed the gap between NikeTeam’s product promise and the realities of grassroots football. The goal was to move from kit supplier to genuine partner, one that reflects the grit, pride and passion found on every muddy pitch.

We anchored the approach in Nike’s global values of innovation, equality and sustainability, reframed through a grassroots lens. We listened first and spoke with players, grounding the brand in their world and building emotional relevance from local pitches up.

The creative platform 

Inspired by You starts from a simple truth: the future of football is built on local pitches by players who show up week after week for the love of the game. Inspired by You flips the usual narrative. Rather than telling players what to aspire to, it reflects the inspiration they already bring. These are the unsung heroes who keep the game’s heartbeat strong through sheer commitment.

A powerful brand narrative
We shifted focus from kit to the journey, telling stories of perseverance and community. We captured the moments that matter most: pre‑match rituals, muddy tackles, late‑night wins and the bonds formed in between. NikeTeam Football became a symbol of each player’s personal push for better.

Storytelling‑led messaging
We reworked NikeTeam’s content across platforms, from catalogues to digital campaigns, centring players, teams and their stories. Every piece of communication was crafted to celebrate real experiences.

Raw and authentic visuals
No studio gloss. We showed football as it happens: gritty, emotional and powerful. A mud‑streaked shirt after a tough match, quiet reflection after a loss, the joy of a last‑minute goal. The imagery made a deeper connection with grassroots players, showing that Nike was not just part of their kit, but part of their story.

The transformation went beyond visuals. It reset NikeTeam Football’s identity and role in grassroots communities.

We rebuilt communications so story and emotion run through every interaction.
We refreshed the tone of voice to speak to both players and resellers.
We worked with Nike’s internal teams to align global brand values with local, grassroots reality.

The Inspired by You platform changed not just how NikeTeam Football looked, but how it felt.

Stronger emotional engagement
By shifting focus from product to purpose, NikeTeam Football built a deeper bond with grassroots players, who began to see the brand as an ally in their game.

Increased brand advocacy
Authentic stories and raw visuals resonated with teams and players, driving organic sharing, team pride and stronger word of mouth across local communities.

Personalisation that feels authentic
Rooted in local realities yet echoing Nike’s global values of determination, ambition and community, the narrative travelled well across borders and cultures.

NikeTeam Football’s evolution shows the power of listening and the impact of clear storytelling. By stepping into the grassroots world, the brand moved from provider to partner, grounded in respect and recognition. By embracing the unfiltered spirit of amateur football and aligning it with Nike’s global DNA, the brand built more than a message. It became part of the team.