CLAWS OUT
: NTK LAUNCH
Nike transformed the Korea National Team 2026 kit launch into a cultural movement, bringing the tiger-inspired design narrative to life through integrated storytelling and an immersive fan experience that united supporters behind Korea's World Cup journey.
Strategy
Build the campaign around the Home Kit's tiger-inspired design narrative.
Using the themes of Tiger, Claws, and ambush, we translated Korea's football identity, surprise, and explosive energy into a distinctive brand story.
Execution
Hero Campaign Content
Developed a cinematic storytelling campaign inspired by the tiger symbolism embedded in the Home Kit design.
“Room of Claws Out” Escape Room Activation
Enabled fans to actively experience the narrative behind the jersey rather than simply consume campaign content.
Integrated Brand Experience
Connected product, storytelling, community engagement, and experiential activation.
Impact
Turned a jersey launch into an immersive cultural experience. Deepened fan connection with the National Team through storytelling and participation. Established a football-first platform that connected product, culture, and community engagement.
WC26 KNT JERSEY UNVEIL
Context
Reignite declining interest in the World Cup and the National team among Gen MZ, and open the season by inviting them back into Nike Football.
Strategy
Storytelling
Build a 30-minute immersive escape-room experience around the ‘Nation of Tigers’ story, which inspired the National team’s uniform design, using one of local Gen Z’s favorite offline activities. Set the story after a real lunar eclipse turned the moon red over Korea (based on the AV backstory), followed by people across the country experiencing the same mysterious dream. Invite participants to gather, decode the dream, and uncover what it was trying to reveal.
Experience
Place a mysterious box in the middle of Gangnam Station, one of Seoul’s busiest destinations across age groups. Recreate the same box from the campaign film, where players discovered the national team kit, and use it as the symbolic entrance into the Nike Football universe.
Amplification
Launch the story unexpectedly through the social channel of Korea’s leading escape-room brand, allowing the community to discover and share it organically. Build early buzz from the community before expanding the conversation more broadly across social, mag, open chat, cafe and etc.
Key Results
Participant
1.9K
Content Engagement
4.2M
Registration Sell-out
44sec
Attract strong participation from Gen Z and women, and ignite the opening wave of interest in the national team and the World Cup.
Conversation related to supporting the national team lifted to 7.8p on IG.
Connect storytelling to commerce, driving jersey discovery and sales through integrated performance media.
DIGITAL MARKETING
Flagship
Mar 23 - 25
Bold campaign visuals drove a 12.02% HP CTR, effectively capturing consumer attention at the start of the WC26 digital journey. National team player assets were particularly effective in sustaining momentum and keeping engagement levels high.
DOTCOM HP T.O PC
APP HUB THREAD
Key Results
HP CTR
12.02%
+1.0%p
vs Previous T.O SP26
NikeSkims
26.02.26 - 26.02.28
Hub Thread CTR
62.2%
+35.9%p
vs FA25 Phantom 6 Hub
Thread CTR
25.06.12 - 26.06.14
Digital Engagement
Mar 25 - Apr 15
The Epic Stunt was successfully extended into the digital space, driving 194K visits — the highest traffic among recent microsite launches. Strong organic sharing, without paid media support, amplified reach and encouraged active consumer participation.
Main Page:
TURN STORY INTO PARTICIPATION
SOCIAL
Objective
Deliver ‘Claws Out’ storytelling With the best football momentum - NTK launch
Social Focus
Invite Footballers to ‘Claws Out’ FB experience
Key Results
IG @nikeseoulView
5.6M
Engagement
150K
Avr. Engage %
2.06%
Top CTR
5.5%
IG Shop Product Click
1.9K
Broadcast Followers
2.2K
View
9K
Engagement
213
*Data based on MAR 12th ~ APR 21st, 2026 (41 Days)
Play a key role in generating social buzz through intriguing contents to invite footballers & KFA Fans
Leverage social platforms to showcase new NTK jersey with amplified “Claws Out” narrative storytelling
Launch a new Football Broadcast Channel to foster deeper engagement and direct communication with football fans
CREATOR
@majjoodol._.e
@the_2top
@kongdayeon_
@the_2top
Elevated KNT Journey
with strong creator storytelling
Jersey unveil teaser
Creators' experience
Seeding package unboxing
Key Results
Views
7M+
Engagements
301K+
Creators
13
RETAIL
MARKETING HIGHLIGHT
NIKE DIRECT
NIKE GANGNAM
ALL ABOUT FOOTBALL DESTINATION
To to introduce Nike’s latest innovation through the lens of KOREA Football, and to immerse consumers into the world of Nike Football on the road to WC26. We are building a complete retail destination that showcases the entire NTK ecosystem.
Attract
GET THEIR ATTENTION
From the street, we use a strong hero visual asset to immediately grab attention, cinematic-style reveal that pulls people into the story.
Engage
EXCITE THEM
The space brings the ‘Claws Out’ football concept to life, combining performance energy with visible tech details.
Connect
INTERACT AND EDUCATE THEM
We invite consumer into the jersey destination to experience the benefit of Aerofit through interactive and educational storytelling.
NIKE GANGNAM EXTENSION
The Epic Stunt event and Nike Gangnam can be strategically integrated to drive football fan traffic to the store both during and after the event. Through on-site promotional communications, exclusive giveaways, and in-store services such as jersey customization and product trials, consumers are encouraged to engage more deeply with the retail experience. By maintaining the momentum and excitement surrounding football in the Gangnam area beyond the brand event, consumer engagement can be further strengthened through initiatives such as event ID card activations and Nike Gangnam-exclusive giveaways.
RETAIL
MARKETING HIGHLIGHT
PARTNER
CAPO & SSAKA —
KOREA NATIONAL TEAM JERSEY
SHOWROOM
To help consumers fully experience the innovation behind the new Korea National Team kit, we introduced a dedicated showroom featuring hands-on product exploration powered by Nike’s new Aero-Fit technology. The space combined tactile product experiences with educational storytelling around the kit’s design intent and symbolism. A fan engagement Scratch Wall further transformed the showroom into a platform for collective support, giving Korean fans a voice and generating momentum for the team’s journey to the 2026 World Cup.
SALES RESULT
Mar 24 - Jun 30
NSO/NSP
53%
KNT SELL THRU
PARTNER(CAPO/SSAKA)
50%
KNT SELL THRU
COMMS
Key Results
Driving high-impact coverage and extensive reach that culminated in a winning official launch, effectively establishing the NTK's design language and elite performance narrative.
TOTAL COVERAGE
40
EARNED MEDIA COVERAGE
299
TOTAL REACH
6.8M
Total social engagement 88,586,759
MEDIA PARTNERSHIP
Based on SBS’s strong trust among younger audiences, this partnership adds the perspectives of former national team players, uniform designers, and jersey collectors.
It is particularly meaningful in that it weaves together the uniform’s design, technology, and fan culture into a single narrative. It comprehensively covers the evolution of performance functions experienced by players, as well as the collection and wearing culture of football fans, naturally delivering Nike’s innovation message and narrative in a more structured and compelling way.
SUBSCRIBERS
110K
VIEWS
61K
COMMENTS
181