NIKE x GIANTS / INTEGRAL BRAND ADAPTATION

VODAFONE GIANTS GAMING / 2020

Creative direction for the integral brand adaptation of the esports team Vodafone Giants after the incorporation of Nike as the main technical partner.

Vodafone Giants is one of the most successful European clubs on the esports scene. In 2020 Nike becomes the main technical sponsor for the team, which entails a corporate adaptation of the entire image of the club. Giants becomes the first European esports team to be sponsored by Nike.

/ THE FIRST OF THE CLASS

Vodafone Giants becomes the first European esports team to have Nike as the main technical sponsor.

The announcement of this collaboration becomes a historical milestone in the esports community, and requires actions aimed at adapting the new image of the club, as well as setting up an event as the start off this new era.

These actions encompass both the new textile line of the club, as well as the preparation of the face-to-face event and meet and greets, photo sessions, creativities for the announcement, promo, etc …

/ BRANDING ADJUSTMENTS, SETTING NEW TRENDS

The club requires a large number of corporate pieces to cover all events both on social networks and in-person shows. The corporate identity must be adapted to cover all the needs of the new technical sponsor, starting with the pieces required daily for the broadcasting of club matches and events, as well as streaming platforms.

Being such an important step in the world of esports, the creative team designs and develops a new corporate image that avoids the most traditional and deeply rooted parameters of electronic sports and is closer to the premium style that Nike follows with teams in traditional sports like soccer or basketball.

/ NEW CLOTHING, NEW IMAGE

In close collaboration with the Nike creative team, Giants launches the creation of the new textile line for players in the 2020 season.

This line will be for sale both on the club’s new website, as well as in the brand’s physical stores and further in its app.

This action is closely related to a new photo shooting starred by the most emblematic players of the club organization chart.

/ NIKE IS COMING, THE HYPE

To create hype around the announcement of the new sponsor and coordinated with the Nike marketing team, an expectation campaign is designed that includes the hashtag #UnlockYourGame, a landing page and creatives that are launched through the club’s online channels.

To accompany this campaign, visual pieces are created that adapt to the image of the face-to-face event and the official announcement, where the sponsorship, the new clothing line and the corporate image are revealed.

/ THE NEW WEBSITE

The Giants new website becomes the nerve center of fans through its online store and its match schedule. In this new website, the fans of the team have easy access to all the products, offers and announcements of the club.

The product design is mimetic with this new clear, modern and minimalist corporate line of the new sponsor, allowing a corporate coherence between all the channels (Web, streaming image, social networks, advertisements, events, etc …)

/ THE NEW WEBSITE

The Giants new website becomes the nerve center of fans through its online store and its match schedule. In this new website, the fans of the team have easy access to all the products, offers and announcements of the club.

The product design is mimetic with this new clear, modern and minimalist corporate line of the new sponsor, allowing a corporate coherence between all the channels (Web, streaming image, social networks, advertisements, events, etc …)

/ THE EVENT

In a joint effort with Nike’s marketing and set design team, the new T-shirt, clothing line and corporate line were presented in person on February 27, 2020.

The event was held at the Maquinista’s Nike Store in Barcelona, and was attended by many influential figures from the world of esports as well as club players and the media.

/ THE VIDEO #UNLOCKYOURGAME

Presentation video created as a final goal of the hype campaign created and executed during the previous month