TOMA SEOUL
Across two days (June 6–7, 2026), TOMA Seoul united 6,000 participants and 24 partners to celebrate the intersection of football, culture, and community. As the street-level catalyst for Korea's World Cup journey, TOMA transformed grassroots energy into a visible movement of collective pride—demonstrating the power of football to connect people, elevate local culture, and inspire nationwide support for the Korea National Team.
Event Concept
Football Becomes Culture. Culture Powers Football.
TOMA Seoul connected football with the cultural heartbeat of Seoul, bringing together Korean aesthetics, street football communities, and national team fandom in one immersive experience. More than an event, TOMA became a platform where football was experienced through creativity, identity, music, fashion, and community.
Strategy
KFA Partnership
Celebrate 30 years of partnership while connecting legends, current national team players, and the next generation of football culture.
Street Football
Create opportunities for young players and communities to compete, connect, and showcase their love for the game through tournaments and football experiences.
Football Culture
Blend Korean tradition with modern Seoul culture to build a distinctive football ecosystem that extends beyond the pitch.
Impact
TOMA Seoul successfully transformed local football passion into a visible expression of collective Korean pride. The event strengthened connections between grassroots communities and the Korea National Team, amplified football's cultural relevance, and established TOMA as a key street-level catalyst for building momentum toward the FIFA World Cup 2026.
DIGITAL MARKETING
Flagship & Digital Engagement
The experience brought Seoul's local football culture to life through Namsangol Hanok Village and TOMA's bold visuals, while moving beyond a traditional invitation format with digital engagement that generated significantly stronger energy than FA25.
An engagement-led quiz experience transformed event awareness into active participation, driving the strongest HP CTR performance versus Your Match Day Fit and RTR.
DOTCOM HP
APP THREAD
Quiz Engagement
Key Results
Hub Thread Visit
10K
+3K
vs FA25 TOMA Seoul Invitation Thread Visit
(25.07.21-25.08.03)
CXP Overview
Total Registrations
0.8K
Daily AVG.
81.2
SOCIAL
Objective
Inspire footballers with storytelling of FB Community and invite to TOMA SEOUL
Key Tactic: Instagram
Create social buzz with inspiring local FB community contents
Key Results
IG @nikeseoulView
11.4M
Engagement
52.7K
Engage %
2.05%
*Data based on MAR 12th ~ APR 21st, 2026 (41 Days)
Generate anticipation and curiosity around TOMA Seoul with intriguing assets, We capture audience attention and build early momentum for the campaign.
5 TOMA Seoul Communities interview features showcased Seoul's football community and local culture, help to broaden the FB culture and strengthen its connection with local audiences.
Capture the energy of TOMA Seoul in real time,
showcasing the key FB momentum and vibrant atmosphere of communities
Key Tactic: Youtube
Sustain FB energy and momentum with TOMA Seoul local contents
Key Results
YT @nikekoreaView
2.9K
Impression
14.8K
*Data based on MAY 25th ~ JUNE 25th, 2026 (31 Days)
Bring the spirit of TOMA Seoul to footballers by capturing the energy of TOMA Seoul with FB highlights of TOMA Seoul winners
5 TOMA Seoul Communities interview features showcased Seoul's football community and local culture, help to broaden the FB culture and strengthen its connection with local audiences.
Broaden channel reach from Instagram to YouTube, deliver long-lasting content designed to sustain footballers engagement and foster deeper relationships with football community
CREATOR
@the_2top
@majjoodol._.e
@kongdayeon_
Amplified TOMA Seoul moment
with creator contents
2 Main host creators contents
Meme & event experience contents from creators
@nikeseoul IG & @nikekorea YT integration
Key Results
Views
4.2M+
Engagements
45K+
Creators
15+
PARTNER MARKETING
TOMA x SSAKA ON MY GROUND
Partnering with Ssaka's annual community event, we engaged the next generation of Korean footballers through coaching sessions and a tournament featuring Korea National Team's Home and Away kits. The activation celebrated teamwork, community, and the joy of football, while building excitement for the upcoming World Cup among the future of the game.
SCI INTEGRATION with OMG
Participants from Kicki Taka, a girls' football community supported by our SCI team and KFA, also joined the On My Ground skill training session hosted by SSAKA. Through small-sided street football games and hands-on skill training tailored to that format, they had the opportunity to develop new techniques and experience a more fun and engaging way to enjoy football.
NATIONAL TEAM KIT
COLLECTION RETAILER
As TOMA Seoul's primary retailer for the Korea National Team Kit Collection, Ssaka translated community engagement into strong commercial impact. Through a complimentary two-day customization service and exclusive sunglasses offered as a gift-with-purchase, the brand created additional value and excitement for consumers, resulting in outstanding sales performance throughout the event.
INTEGRATED MEDIA
Strategy
Connect football with music, style, and youth culture to reach audiences beyond traditional football fans. Leveraged an iconic Seoul tower to announce that TOMA is making its grand return to the city.
Key Results
Reach
719K
Engagements
40K
Engage efficiency 85% vs.
last year TOMA
Female engage
+127%
vs last year
COMMS
TOMA SEOUL 2026 ON-SITE COVERAGE
Media coverage of TOMA Seoul positioned the activation as Nike's cultural expansion strategy in motion, framing street football as a community-driven movement that organically integrates fashion, music, and lifestyle. Outlets spotlighted the meaningful relocation from Seongsu to Namsangol Hanok Village as a powerful fusion of street culture and Korean heritage, while capturing the vibrant energy of the local football community through curated lifestyle markets, subculture musical performances, and fans' voluntary reinterpretations of football uniforms. Across every touchpoint, the editorial narrative elevated street football beyond sport into a cultural movement, reinforcing Nike's authority at the intersection of football, subculture, and local identity.
ATTENDEE
31
TOTAL COVERAGE
83
TOTAL REACH
3.6M
TOTAL ENGAGEMENT
39.3K
JOONGANG ILBO YT: BICNIC
In partnership with BICNIC, JoongAng Ilbo's culture-focused YouTube channel, Nike Football's three Seoul activations were connected into a single long-form editorial journey titled “Before the Whistle: Nike's 30 Days in Seoul.” The content stitched RUN TO ROAR, X2: From Sport to Culture, and TOMA Seoul into one continuous pre-World Cup narrative, framing Nike's intentional move beyond the stadium and into the city as a defining cultural statement. Delivered through a reporter's firsthand lens, the piece validated Nike's role as the brand that expands sport into culture, transforming three individual moments into a unified 30-day movement and securing premium editorial resonance ahead of the WC26.
SUBSCRIBERS
147K
VIEWS
3K
LIKES
21
