AKQA relaunched Nikefootball.com in May. The launch campaign featured an unprecedented ‘live’ online advertising campaign (see another awesome live advertising campaign by IKEA) targeted at the heart of the football season’s climactic events.

AKQA identified the season’s decisive battles - the Premier League’s last weekend and Champions League Semi-Finals and Final - and bought media around Sky Sports’ minute-by-minute online coverage of those games. AKQA selected still images from live uploads sent by our photographers. Photographs were cropped and retouched. Copy lines with a distinct Nike POV were crafted. And ‘Next Level’ banner ads were live within minutes of the action happening on the field.

Every live banner highlighted Nike athletes excelling at the very highest levels of football competition. From Paul Scholes’ screaming winner against Barcelona in the Champions League Semi-final to the penalty shoot-out in the Final itself, Nike stood shoulder-to-shoulder with real football fans, celebrating sporting greatness as it happened.

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