RIP THE SCRIPT
Rip The Script challenged the next generation of Korean footballers and fans to reject limitations, embrace creativity, and shape their own future, transforming football from a game to watch into a movement to build together.
Strategy
Use the “Rip The Script” platform to shift the narrative from following expectations to creating new possibilities. Position football as a cultural movement where individuality, creativity, and collective energy come together on the road to the World Cup through retail/digital, media, creators, and national team.
Execution
Storytelling
Launched a football-first storytelling campaign encouraging athletes and fans to break conventions and write their own story.
Integrated Media
Maximized the reach by connecting national team momentum, street football culture, and Nike Football innovation under a unified brand voice.
Impact
Reinforced Nike Football’s role as a catalyst for creativity and self-expression.
Strengthened emotional connection between football, youth culture, and national team fandom.
Created a unifying platform that encouraged players and fans to see themselves as active participants in shaping Korea’s football future.
DIGITAL MARKETING
Flagship Takeover
Jun 5 - 8
A unified Brand Voice moment amplified World Cup momentum across flagship channels, while Korean national team athlete assets proved to be a stronger engagement driver than placement hierarchy.
DOTCOM HP
APP Discover
APP Spotlight
Key Results
HP Visits
142K
+21.6%p
vs NTK HP TO
(26.03.23-26.03.25)
SLP CTR
24.6%
Discover Card
TTL Visits
275K
Digital Engagement Microsite
Jun 8 - Jul 6
A connected journey from TOMA Seoul to RTS transformed passive content consumption into active participation, while increased time spent (74s vs. NTK) demonstrated the strong engagement power of gamified experiences.
Key Results
Mission Participants
19K
+15.6%p
vs SP26 NTK
Core Action Participation Rate
(26.03.25-26.04.15)
Avg. Time Spent
74s
+10s
vs. SP26
NTK Microsite
CREATOR
@the_2top
Extended RTS with BTS contents
from @the_2top
Immersive BTS contents thru the lens of creator
Strong meme contents relevant to local viewers
RTS narrative extension by powerful creator
Key Results
Views
7.3M+
Engagements
513K+
Videos
16
RETAIL: NIKE DIRECT
MARKETPLACE TAKEOVER
A/E/C, T1-3 doors
From FB-driven doors to LifeStyle-led ones, Rip the Script has been applied with A/E/C execution in 100+ doors.
Centered around the KNT, we highlighted FB jerseys maximizing WC excitement through a uniquely Korean approach.
REINFORCED ENGAGEMENT with
MAD-BALLERS
The Mad Studio-inspired photo zone, Mercurial Speed Game, and FB customization services offered consumers fresh and engaging ways to prepare for and celebrate the World Cup together at retail.
Localized COF Styling Tools
& Styling Challenge
Localized styling tools designed to make relevant looks for consumers and store athletes.
Encouraged store athletes to actively share their styling ideas and celebrate best practice through “Styling Challenge”.
RETAIL: PARTNER
To own the World Cup conversation where Korea’s football community gathers most, Nike transformed the storefront windows of CAPO and SSAKA, two of the most influential football specialty retailers in Dongdaemun, with Rip the Script campaign assets and messaging. The retail presence helped establish Nike at the center of football culture during a key momentum-building period. Complementing the exterior takeover, immersive Engage Zones presented the collection through a dramatic, cinematic lens, creating a premium and impactful brand experience in-store.
CAPO: PRIVATE WATCH PARTY
(KOR : MEX)
The Korea National Team Kit showroom became more than a product experience, evolving into a gathering place for the football community during the much-anticipated Korea vs. Mexico match. Together with CAPO, we curated an audience of football creators, artists inspired by the sport, and valued VIP customers to experience the game as one community. Enhanced by lucky draws, social-sharing initiatives, and product rewards, the Watch Party sustained strong engagement despite the early morning schedule, deepening participants’ connection with Nike while showcasing the broader product ecosystem.
SSAKA: CREATOR DISPATCH
@ WORLD CUP
A creator-led correspondent program brought Korean fans directly into the heart of the World Cup experience. A curated group of football voices, including a La Liga broadcaster, a football styling creator, a football travel creator, and the Ssaka social team, traveled to Mexico to cover Korea’s first three matches on the ground. By documenting the atmosphere, fan culture, and interactions with football communities from across the globe, the content celebrated the shared passion that makes football the world’s game while building momentum behind the Korea National Team. Fashion-forward jersey styling content further elevated the collection’s relevance and inspired consumers to express their football identity through the kit.
INTEGRATED MEDIA
Context
Respond to weekday-morning match times and fragmented viewing habits by establishing our presence at the exact moments and touchpoints that aligned with consumer needs and contexts, both online and offline.
Strategy
Build a two-track presence across physical and digital channels.
01
OOH
Take over Gwanghwamun, symbolic place for street cheering, with synchronized across multiple placements, including X2 and RTS single-fed, and extend the tiger narrative through unexpected installations and inspiring copy.
02
Digital
Scale the anthem, cutdowns, and player vignettes around peak match interest, with creators (Jonathan, Real Kim) helping local audiences connect with the story.
@yjonathan
Key Results
Scale
40.8M
Business Impact
+243%
Demand Metrics
(+62% Search Efficiency)
Attention
#1
Global Organic Views
Strengthen Brand: Increase Nike–World Cup searches and female search interest, while delivering incremental football brand lift across YouTube and Instagram.
COMMS
RTS: POLAROID ANNOUNCEMENT
By anchoring a superstar lineup, led by G-Dragon and Lisa, at the crossroads of football, music, and fashion, the campaign transcended stadium sport into a global cultural movement. Cryptic Polaroid teasers disrupted industry norms and outpaced traditional long-form marketing, while the historical weight of the casting fueled curiosity, regional resonance, and Nike’s enduring cultural authority.
TOTAL COVERAGE
31
TOTAL REACH
663.8K
TOTAL ENGAGEMENT
34.7K
RTS: FILM ANNOUNCEMENT
Powered by the crossover casting of football stars and K-pop and cultural icons, the campaign film amplified Nike’s core message of connecting football with culture and ignited widespread buzz across Korea’s media landscape. Outlets across sports, fashion, and lifestyle verticals spotlighted the film’s fast-paced format and hidden easter eggs as a benchmark for Gen Z-native storytelling, while consistently framing the campaign as an evolving “Football Universe” co-created by fans, players, and creators. This editorial resonance extended the conversation far beyond product, elevating the campaign into a cultural time-capsule and reinforcing Nike’s authority as the leading voice at the intersection of sport and culture.
TOTAL COVERAGE
47
TOTAL REACH
20.1M
TOTAL ENGAGEMENT
31.4K
COMMS PARTNERSHIP
WLDO BRAND STORYTELLING
CREATOR
In partnership with WLDO, a YouTube creator renowned for in-depth brand and advertising storytelling, the “Rip The Script” film’s hidden easter eggs were decoded through a distinctly creator-led perspective. The content not only introduced the star-studded global celebrity lineup but also unpacked the film’s meticulous homages to Nike’s historic football campaign legacy, with the creator hailing it as “an ad only Nike could create.” This sparked an organic wave of engagement in the comments, where subscribers actively analyzed and exchanged interpretations of the film’s subtle narratives, cultivating a vibrant space for community-driven dialogue.
SUBSCRIBERS
507K
VIEWS
120K
LIKES
1.1K
COMMENTS
185