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Nike Poland

Celebrate and inspire the new generation of Polish footballers.

In the run-up to a busy summer of European football, we created an integrated brand campaign as part of Nike’s global football platform ‘Spark Brilliance’. Featuring Poland’s team captain and top striker, Robert Lewandowski, the work celebrates a new generation of Polish players – ‘Generation Lewandowski’.

The story was told as a series of micro-episodes on Instagram, and was supported by social, outdoor and TV assets. An inspiring call-to-action for football fans in Poland and across Europe the campaign offered the chance for them to take part and join the ‘Generation Lewandowski’.

“Generation Lewandowski” resonated with football culture in Poland and it got organically picked up and featured by mainstream media. The micro-series received 16.6M unique views, with over 3600 user generated posters created.

Category: Sports and leisure

Genre: Digital, Storytelling, Strategy/Insight