Nike Football

Nike had a Germany problem: too American, too lifestyle — not performance, not culture. 

As Creative Director on the account, I led the team on brand activations designed to change that — not by talking about football, but by getting inside why people actually love it. Two favorites: 

For the DFB Pokal, we wrote the battle cry for RB Leipzig's run to the final: Bring nicht einfach frischen Wind. Bring einen ganzen Sturm. Don't just bring a fresh wind. Bring an entire storm.

Leipzig were the upstarts, the outsiders, the club Germany loved to hate — and we wrote them like it. A line for a club that had nothing to lose and everything to prove.

For a fan activation, we handed the campaign straight to our football youth. Kids submitted their best #GameKiller move for the chance to make their biggest football dream come true. We chose the stories, then built the day around them — a pair of brothers who wanted to play 2-on-2 with Robert Lewandowski and Mario Götze, a girl who wanted to defend her goal against Ewa Pajor in a shootout, and five best friends who wanted to be coached by Giulia Gwinn*. Showing a brand that doesn't just sell kits — it actually shows up.

*Both women's activations were scheduled for production in… March 2020.