MAD 90
This campaign set the objective to inspire youth from field to culture, where everyone feels celebrated and connected through 2026 Worldcup momentum. Over the campaign, we focused on Football, Style, and Local Community to resonate with youth through the voices of cultural leaders.
KEY TAKEAWAY
Invited younger consumers to football cultures from football, music and skateboard community. → Nike.com Age concentration: 35-44: 49% (core driver), 45-54: 36%, 18-34: 10% vs. previous AM90 buyers (skewed 45-54)
To sustain growth, a lock-in strategy is needed to convert new audiences into buyers, bridging social engagement with purchase behavior. Local content via Nike Seoul engaged non-followers / purchases on Nike.com 86% existing, +28ppt vs. avg.
DIGITAL MARKETING
FLAGSHIP
May 7 - Jun 30
4UP assets within CDP, which connected directly to product ePDPs, proved to be quite effective due to their intuitive structure.
By connecting jersey styling to the WC26 journey, the experience encouraged fans to step in as the 12th player and actively participate in Korean Madness.
KEY SCREENSHOT
DOTCOM CDP
ePDP Mercurial
Key Results
ePDP Visits
Total Avg.
7K
+48%p
vs SP26 AirMax Franchise
ePDP Visit
26.05.07-26.06.30
Total Participants
1.9K
-9%p
vs SP26 AirMax Style Pick
26.03.11-26.03.18
SOCIAL
Objective
Create culture connection of Football community through MAD 90 PACK launch storytelling
Social Focus
Foster deeper local Cultural of Football storytelling
Key Results
IG @nikeseoulView
324K
Engagement
4K
Avr. Engage %
1.22%
*Data based on MAY 7th ~ JUNE 28th, 2026 (53 Days)
Create meaningful connection with followers by leveraging a diverse mix of global and local assets with local football community, especially with Men's audience
YT @nikekoreaView
1.1K
*Data based on MAY 7th ~ JUNE 28th, 2026 (53 Days)
Deliver deeper local storytelling of local Football culture stories
across communities by expanding channels on the YouTube
JERSEY STYLING
PARTNER: MUSINSA
STRATEGY
Leverage MUSINSA's edge as style authenticating partner by turning the intersection of sportswear x football into style signals for communities. Showcase Jersey Styling through musinsa pov - Not Only as Bloke Core, But as a Football Style Code Featuring Multiple Trends.
Key Results
Brand awareness
+42% Nike keyword search
Category positioning
#1 transaction volume amongst fb uniform category (1.6X vs category avg)
Youth demography
47% demand creation from 20s, 30% from 30s
Product experience
KNT jersey took 81% of nike fb products,
while Marking service product led to 100% sell thru
Showcase
@Musinsa.official
SNAP & Seeding
Match Reactive
CREATOR
1.7M+ Reach from MAD Network around Football, Running, Training, Fashion, Models, and Media combined. Created social chain reaction with seeding package & next up mention. (to 2nd and 3rd posting)
RETAIL: NIKE DIRECT
Developed localized styling tools designed to make relevant looks for consumers and store athletes. Delivered scalable styling execution that strengthened the Culture of Football story across the marketplace. Store athlete styling is effective tools for inspiring consumers.
Styling Challenge
Retail
Styling Lookbook
KEY OPPORTUNITY
Improve efficiency, entry channels should be diversified and the journey simplified to reduce the number of clicks.
Amplify creators' assets at owned channel to inspire mid-funnel traffic for better conversion.
Continue evolving localized styling tools along with store athlete styling inspiration.
Holistically connect each activation to the brand momentum to create. greater consumer impact.