Naija Worldwide
To authentically participate in the global influence of Nigerian culture and its makers during one of the most relevant moments of sport, the World Cup.
Brief
To leverage Nike's Naija collection celebrating a community and their culture on a moment that would extend beyond soccer.
Consumer Target
The Afro-Diasporic communities of NYC, led by the Nigerian community.
Plan Concept
I did a partnership with Okayafrica to curate the campaign divided into:
A coordinated seeding strategy with key influencers from the Nigerian community and overall Afro-Diasporic communities of NYC.
A commemorative moment in Brooklyn celebrating the Naija collection launch, featuring an artistic execution by Laolu Sebanjo, music sets by Everyday People Party DJs and a pocket show by Afrobeats superstar Burna Boy.
Outcome
Naija jerseys were among one of the most pre-ordered in soccer history
100% sell through on retail, 2K+ attendees at the event
2,7M social impressions, 2M people reached, over 600 sharing posts
