K11

NIKE RUSSIA: K11 & K11 2.0

Young Russian footballers spend every spare moment playing on box-like street pitches called Korobkas. With homegrown talent ignored and no infrastructure in place for them to reach their potential, there was a disconnect with Pro football in Russia.

K11 was a team of street players created to take on the pros at their own game, in a livestreamed match watched by scouts and hundreds of thousands of fans all over the country. The K11 squad was discovered through ‘Selfie Scouting’, a unique system embedded into the Korobkas, connecting every young player with a pro scout, using only their mobile to get scouted anytime, anywhere.

Thanks to the search for the K11, two players earned pro contracts at the Nike Academy and led to the the launch of K11 2.0 in April 2017.

Creative credits: Toby Burnett, Ricky Bowry & Joe Fox

Role: I was responsible for delivering the work and supporting Nike Central Eastern Europe (CEE) team, aligning Nike strategic brand priorities as well as be the day to day account and project lead working with Nike Russia, managing and supporting clients and internal stakeholders to drive the project forward.

Results: Thanks to the search for the K11, two players earned pro contracts at the Nike Academy. The success of the K11 led to the opening of Nike Academy Russia and the launch of K11 2.0 in April 2017.