Just in time for the 2015 Women’s World Cup, Nike released the first Women’s specific color pack for all of their women’s boots. In support of this product launch, Nike needed two separate, yet cohesive, brand activations. The first, at retail across North America, and the second at the World Cup itself in Vancouver, BC.
The “Built For Brilliance” campaign was product focused and lived primarily at retail, while the “No Maybes” campaign became an aspirational war cry for empowering women in soccer. These two campaigns were married in a large event space in Vancouver next to the stadium where the U.S. women’s team would go on to win it all.